NSI reached out to get the thoughts and opinions on its brand health through a data-focused survey, focus groups and one-on-one interviews. Working with the David James Group, a marketing and branding agency focused on mission-based organizations, NSI gathered feedback from more than 360 members. To power future growth, it also gathered input from nearly 200 non-members, including architects and designers. Throughout the entire process, the NSI marketing committee has been involved. Its role in decision-making has ensured that the interests of member companies have been represented.

“During strategic discussion with NSI’s board, we heard that we needed to improve our messaging to engage industry professionals through more compelling storytelling,” said Sarah Gregg, NSI marketing director. “This rebrand process, plus the major system upgrades, represent big investments in our organization’s future. We’re confident that our timing and our approach will yield successful results.”

While its look and messaging are evolving, NSI emphasizes that some things will never change.  It states that its name remains the Natural Stone Institute, and that it is simply investing in better ways to serve its members and the industry. NSI’s focus continues to be, as always, on the enduring beauty, strength and authenticity of natural stone.

“When I think about that tagline – Expertise. Set in Stone. – number one I think we are the go-to experts in so many different facets of our industry, whether it’s testing, education or understanding the environment we’re dealing with,” said Evan Cohen, NSI board president, Quality Marble & Granite. “The experts really do come to the Natural Stone Institute.”