PJS Consultants helped cultivate a library of marketing-quality images and videos that celebrate joy, pride, and the brilliance of the youth served by The Hidden Genius Project. These visuals were carefully curated to ensure authenticity and emotional resonance, laying the foundation for a strong, enduring brand identity.

“We had to make an appeal for our first choice photographer who we knew would get what we needed. We could’ve settled for decent photos, but we knew that love needed to shine through. We got way better than decent photos. They even stand up for the brand today eight years later!”
— Precious J. Stroud

By encouraging the organization to make significant investments of time and resources at the outset, PJS Consultants helped The Hidden Genius Project build a strong brand foundation. This upfront work ultimately contributed to increased brand recognition and new opportunities for funding and collaboration.

“People want to join what’s working, so when you focus on what is working rather than on what’s not working, there’s a shift. Funding, partnerships, and sponsorships have all grown in response to messaging that indicates that The Hidden Genius Project is on the right track.”
— Cathy Barragan

The communications transformation sparked by PJS Consultants created a ripple effect across the organization. Today, The Hidden Genius Project routinely identifies and challenges deficit-based language—both within the team and in external messaging—ensuring that their young people are always seen and spoken of as assets.

“They’re not letting themselves or the students they serve go out into the world thinking of themselves as at a disadvantage.”
— Cathy Barragan

To ensure brand consistency and clarity across the organization, PJS Consultants supported the integration of key messaging and organizational language into onboarding processes and team trainings. This helped both staff and board members internalize the importance of brand management—an area that is often overlooked in early-stage nonprofit development.

Rather than taking a transactional approach, PJS Consultants engaged in a deep and sustained partnership, allowing for a nuanced understanding of The Hidden Genius Project’s mission. This long-term investment made it possible to communicate the organization’s work with authenticity and alignment.

“This work was done in partnership over time. You don’t shift culture in a meeting or two. We were committed to understanding what they were trying to accomplish and to communicate that in the most authentic way possible, embodying the spirit of their work.”
— Precious J. Stroud