After 20 years, the board recognized the need for a bold and exciting strategy to reinvigorate the organization’s mission, XPRIZE engaged Pay Close Attention to lead this transformation. Working directly with Peter Diamandis, Elon Musk, and Anousheh Ansari, Pay Close Attention developed a comprehensive brand strategy that not only refreshed XPRIZE’s identity but also scaled its social media presence, garnered massive video engagement, and helped raise over $300M for the foundation.

CHALLENGE: Fundraising in the future

As a pioneering nonprofit that had achieved significant milestones over two decades, XPRIZE needed to adapt to the changing digital landscape and appeal to a broader audience. The challenges included:

• Refreshing a Legacy Brand: Updating a 20-year-old brand without losing its legacy or alienating its existing supporters while making it more exciting for a younger, more tech-savvy generation.

• Expanding Digital Presence: Growing XPRIZE’s social media following and creating digital content that would capture global attention and engage a wide audience.

• Fundraising for the Future: Scaling XPRIZE’s fundraising efforts to match its ambitious goals and drive support for its next generation of impact-driven competitions.

SOLUTION: Brand and operations system overhaul

Pay Close Attention’s solution for XPRIZE involved a complete reimagining of the brand, from strategic identity development to digital and social media growth, all designed to amplify the organization’s impact and prepare it for future challenges.

1. Brand Strategy Refresh

Working with Peter Diamandis, Elon Musk, and Anousheh Ansari, Pay Close Attention developed a refreshed brand strategy that positioned XPRIZE for future growth:

• Repositioning XPRIZE: The refreshed brand strategy focused on making XPRIZE more dynamic, innovative, and accessible to a broader audience. The goal was to keep the core mission of incentivizing innovation intact, while modernizing the look and feel of the brand to make it more compelling to new supporters.

• Bold Visual Identity: Pay Close Attention helped develop a bold and exciting visual identity that reflected XPRIZE’s ambitious vision for the future. This included updated logos, digital assets, and branded content that resonated with a younger, more diverse audience.

2. Digital and Social Media Expansion

Understanding that XPRIZE’s impact would need to reach far beyond traditional media, Pay Close Attention led an aggressive digital strategy aimed at scaling the organization’s online presence:

• Social Media Growth: Pay Close Attention grew XPRIZE’s social media community to over 1 million followers across multiple platforms. This was achieved through a combination of engaging content, strategic partnerships, and leveraging the influence of key figures such as Peter Diamandis and Elon Musk.

• Video Content and Engagement: To connect with audiences in new ways, Pay Close Attention produced and promoted video content that garnered over 50 million views. This content showcased the groundbreaking work of XPRIZE, inspiring viewers to become part of the movement for global change.

3. Fundraising Success

Pay Close Attention was instrumental in XPRIZE’s ability to raise significant funds to support its mission:

RESULTS

The collaboration between XPRIZE and Pay Close Attention led to a major transformation, positioning the nonprofit for continued growth and impact:

• Revitalized Brand Identity: The refreshed brand, crafted by Pay Close Attention, resonated deeply with both XPRIZE’s existing community and new supporters, allowing the organization to maintain its legacy while expanding its influence.

• Massive Social Media Growth: XPRIZE’s social media following surpassed 1 million, with engagement numbers soaring. This enabled the organization to connect with a broader, younger audience who could support its mission in new and impactful ways.

• Increased Engagement: Video content produced during the collaboration exceeded 50 million views, significantly raising the profile of XPRIZE and amplifying its message across digital platforms.

• Successful Fundraising: Pay Close Attention’s strategic approach helped XPRIZE raise over $300 million, providing the resources necessary to fund its next wave of innovative challenges and competitions.

CONCLUSION

Pay Close Attention’s work with XPRIZE demonstrates the power of a bold, forward-thinking brand strategy in driving both awareness and tangible results for a legacy nonprofit. By refreshing the XPRIZE brand, scaling its social media presence, and leading fundraising efforts that secured over $300 million, Pay Close Attention ensured that XPRIZE remains at the forefront of global innovation for years to come. Through collaboration with visionary leaders like Peter Diamandis, Elon Musk, and Anousheh Ansari, this partnership highlights how strategic branding and digital growth can inspire change and accelerate progress.