Over the past 20 years, Oweesta’s purpose and programming has been adapting to address the ever-evolving needs of Indian Country. Last year, we made perhaps the most significant step for our future when we spun off from our parent organization. We figured this momentous step required us to adopt a new visual identity that would carry us into the future.
The rebranding process was lengthy, time-consuming and very thoughtful as we envisioned Oweesta in the decades to come. Oweesta is inherently Native – established in response to Native needs, founded by Native leaders, and deeply-rooted in Native economies. When we were founded, we existed in a category of our own as an intermediary Native Community Development Financial Institution (CDFI). Our role has remained steadfast throughout the decades as we help build the financial capability and opportunity for Tribal nations and redirect the flows of capital from mainstream institutions into Native CDFIs. We wanted a visual representation that captured our essence as a Native organization as well as our role as a bridge builder and collaborator in the economic development industry.
We are thrilled to share this new look with you. At the heart of our visual identity is our logo. Buffalo have incredible individual strength, but they gather their primary power by acting as a collective. Buffalo are also held incredibly sacred to many Tribes as their existence ensured the strength and survival of people. We felt that buffalo are an adept representation of our organization and our Native CDFIs who ensure the continued prosperity for their respective tribal communities. We also incorporated seven arrows within our circular design representing the seven generations and the continuance of the circle of life.
We are excited to step into the next chapter with an identity that honors our spirit, values, and commitment to the Native CDFI movement. As we look to the future, we are invigorated to work with you all as we breathe life into our new tagline: “Redefining Equity. Reclaiming Native Sovereignty. Together.”