Unified Campaign Promotes Suicide Prevention Walks

American Foundation for Suicide Prevention

Unified Identity Promotes Suicide Prevention Walks

The pre-eminent events to raise money to prevent suicide needed a comprehensive brand identity to connect their three different types of events while retaining independent recognition for each.

Community Walks

Overnight Walks

We created a flexible system for print and digital ads and flyers that event hosts could customize for their local events across the country.

Campus Walks

The adaptable system was designed to increase awareness of the events in order to drive engagement and fundraising.

People around the country are using these tools to host local events in their communities that are coordinated with the national events for a consistent brand experience.

Promoting an Educational Support Organization

Hidden Sparks trains teachers to better recognize students’ different learning abilities. They needed a way to break into schools and convey the value of their coaching program, which requires a 5-year commitment. Based on interviews with teachers and administrators, we identified the pain points and created an appropriate strategy for communicating the before and after scenarios, they will experience. We then used that to create a brochure that takes the perspective of a teacher facing a challenging student situation. Readers are engaged through a multiple choice question and die-cut window that tease them to discover how this professional development program can help in that instance. The brochure has been a very successful sales tool in opening doors for the organization.

Rebranding Positions Human Services Agency as a Leader in the Sector

How does a $100 million social service agency remain relevant in a competitive environment?

Founded in New York City in 1831, Leake & Watts had evolved from an orphanage to a multi-faceted agency with more than 40 different programs. But their name and brand were hampering their ability to get referrals and attract donors.

We created a new name, message, and visual identity that positions it as a leader in the sector. Here’s how we did it.

Challenges

The organization needed to address the problems with its name and retain a sense of history while moving forward to appeal to donors and funders.

Discovery

We conducted a thorough Discovery process that was designed to help us uncover brand perceptions and communication issues:

A Brand Audit that assessed all touchpoints with the public.
A Competitive Review of other human services agencies to identify key differentiators.
25 Interviews with leadership, Board members, and donors.
An Interactive Workshop with two dozen senior leaders to explore brand strengths.
Five Focus Groups with different departments to understand their brand challenges.

Naming

The leadership, Brand Committee, and Board were engaged in a thorough process to develop and test a new name that would meet their needs around the theme of “Rise.”

After exploring more than 1,400 naming ideas, field testing for perceptions, and conducting legal vetting, the Brand Committee selected the name Rising Ground. This conveys how the organization helps people rise above adversity regardless of what they are facing. The tagline, ”Paths to positive change since 1831” amplifies the message and connects to their history.

Messaging

As part of the branding process, we updated the Mission and Vision Statements, Values, and other brand messaging.

Mission

Driven by the belief that each of us can thrive when life has hope and opportunity, Rising Ground provides caring support and proven paths to positive change, helping the most vulnerable children, adults and families rise above adversity.

Vision

Rising Ground envisions a future for New York where every child has an equal opportunity to succeed; where vulnerable individuals and families have the resources and support they need; where people with disabilities can access opportunity and fully participate in their communities; and where all are supported as they navigate life’s challenges and positively direct their lives.

Boilerplate

Rising Ground is a leading nonprofit social service organization, providing the most vulnerable children, adults and families in the Greater New York City area, with the resources and skills needed to rise above adversity and positively direct their lives.

Visual Identity

We created a new visual identity that is expressive, contemporary, and evokes the agency’s personality. The visual identity system consists of:

Website

We planned, wrote, designed, and developed a completely new website for the organization. We created a positive experience that showcases the agency’s mission of helping people rise above adversity.

Visit Website

Brand Launch

Announcing the new name was an opportunity to renew enthusiasm for the organization. To facilitate the transition, we drafted a Why We Changed Our Name document, letters to each stakeholder group, FAQs, a video, and other materials. The launch events generated lots of excitement and the name was well received by staff and donors, and garnered some media coverage (handled by a PR firm).

Outcomes

Rising Ground’s new brand eliminates the confusion with their old name, inspires donors with an uplifting message, and gives staff a clear purpose to rally around.

Most importantly, Rising Ground is positioned as a leader in the social services sector — one not known for bold changes. Leake & Watts’ transformation to Rising Ground has sent a signal to the sector that it is leading the way with bold decisions. They are seen as an attractive potential partner for acquiring other agencies, and their new brand is serving them well as in vying for attention and funding in these uncertain political times.

“Howard and the entire team at Red Rooster Group truly went above and beyond with our project – the rebranding and renaming of a venerable 185+ year organization. It wasn’t easy! Red Rooster Group took the time to really listen to what we believe in and what we wanted to achieve. Their process was strategic, creative, and inventive from start to finish. All throughout, Red Rooster Group made sure we stayed true to the core themes of our work that we collectively identified. No detail was too small and no request unsatisfied. You couldn’t ask for a team more dedicated. Today, we have a new name, visual identity, website, messaging, and mission and vision statements that are truly reflective of our impact in the community. Our new brand positions us with confidence as we look to the future and ways to further increase our impact. Red Rooster Group was a tremendous partner. We are delighted with the results of our work together!”

— Meredith Barber
Senior Director of Institutional Advancement
Rising Ground

Download the 1-page Case Study PDF.

Download the full 10-page Case Study PDF.

JCC Capital Campaign Brochure

Sid Jacobson Jewish Community Center

Capital Campaign Uses Stories of Intersecting Lives

To raise money for renovation and expansion at this Jewish Community Center, we used a storytelling approach. We developed the theme of Intersecting Lives to show how the JCC brings together different people from the community.

Services

Campaign Theme & Identity
Campaign Logo & Digital Assets
Core Fundraising Messaging
Campaign Brochure

Challenge

We had to communicate the value of needed upgrades to the existing building as well as a new facility that would serve as a community food hub for those in need.

Solution

Our solution was to use stories to show how integral this JCC was to different populations within the community.

The brochure describes the specific improvements to the building as well as new additions planned, framed around supporting the Jewish community and putting Jewish values into action.

The hand-drawn style of the people and textured stock lend a personal touch, while a pocket contains inserts describing the various giving opportunities for donors.

We designed the brochure around three stories, each featuring three different people who connect at the JCC. The stories are told in panels that show two people but open up to reveal all three.

A spread features quotes about how people will benefit from the capital improvements.

See more examples of capital campaign brochures and learn more about our capital campaign services on our site: CapitalCampaignKit.com

Nonprofit Annual Report Showcases Foster Care

Client: UMFS

The annual report for this nonprofit social service agency shares the story of a foster family that has received help from the agency. The report conveys the organization’s programs and services and describes how to get involved in supporting the organization. This is the fourth annual report that we have designed for UMFS, and this particular one focuses on foster care. It’s part of the overall marketing strategy for the organization in maintaining its visibility across the state of Virginia.

MusiCan Full Case Study

Overview

Client: The CWB Foundation for Children & Music

New Name: MusiCan

The CWB Foundation for Children and Music is a nonprofit organization that provides music instruction for students in New York City public schools that do not have funding for arts programs. Red Rooster Group was tasked with developing a new name, visual identity, and website to rejuvenate its brand so that it could attract more donors and schools.

Challenge

The CWB Foundation for Children and Music was founded in 2009, when Ted Wender and Joe Berger, long-time friends and musicians, became increasingly concerned about the high number of public schools in New York City without funding for arts programs. Recognizing how essential music had been to them as kids, and how detrimental a lack of music can be to a child’s social and academic development, they started the organization to give students the same opportunities they had as kids.

After five years of bringing music into disadvantaged schools, they realized that if they could establish a strong brand, there was an opportunity to attract more donors and grow the organization. Red Rooster Group was engaged to:

Define the organization’s core strengths and uniqueness.
Develop a more effective organizational name that helped tell their story,not detract from it.
Design a compelling visual identity for the organization.
Create a website to engage donors and schools.

This is a classic case of a small nonprofit that was ready to grow and needed to wake up its brand in order to do so.

Competitive Analysis

To understand what makes The CWB distinct among other music organizations that offer programs in New York City public schools, we conducted a comprehensive competitive review, looking into the specific services offered. We discovered that Harmony, a larger organization, offered classical music programs, but that The CWB is the only program in New York City offering music that is culturally relevant to the students they serve, which can make a big difference in how kids perceive and participate in the program.

SWOT Analysis

Red Rooster Group conducted a SWOT analysis — assessing the organization’s strengths, weaknesses, opportunities, and threats — which gave us a better idea of where the organization stood and what we had to work with to develop its brand.

Marketing Goals

We started by helping the organization to define its vision and develop its goals:

Expand the program from three schools to six schools in New York City
in the next two years.
Expand the organization’s fundraising base and double revenue in three years.

To achieve these goals, brand awareness and recognition for the organization had to be improved. Red Rooster Group also recommended that its Mission Statement be energized.

Mission & Vision Statements

In assessing the organization’s materials, there was an opportunity for CWB to be more pro-active in the way it described itself. In our interviews, their passion for bringing music to neighborhoods that lacked music programs was their driving force, and this was missing in their Mission Statement.

Red Rooster Group suggested a new Mission Statement that reflected the positive outcome of music instruction and performance for children. We also recommended that the CWB’s vision encompass both personal and communal benefits of the program, such as cultivating friendships, enhancing musical and interpersonal skills, and increasing self-esteem.

New Mission Statement

CWB offers a variety of music programs to children from disadvantaged neighborhoods to equip them with the discipline, confidence, and team-building skills necessary to reach their full potential. Our focus is on New York City students in schools with scarce resources and where other music programs are not available.

Naming

The next major area to tackle was the name, The CWB Foundation for Music & Children, which was long and cumbersome, and mischaracterized the entity as giving money away rather than providing programs. Red Rooster Group and the CWB felt a new name should convey a positive and inspiring message about the benefits of music.

Creative Brief for Name

The process included writing a Creative Brief so that we were all on the same page with the organization’s name. We agreed the new name should express the impact music has, and not necessarily what the organization does.

Generating Names

Aiming for an evocative name, we generated a list of hundreds of positive, inspiring, modern, and musical names. We combined names, coined new ones, and used multiple and single words to test which type would best fit the organization. We eventually culled the list of 200 names down to 12 that best suited the organization’s mission.

Benefit Oriented	Combined	Multiple Word	Coined
Brighter Beats	LifeChords	FutureBeat Music	MusiCan
Keys for the Future	SongRise	Momentum Music	Posibeats
Lifenotes Kids	PlayChime	Sound Unbound	Posikidity

Vetting the Names

We then vetted the remaining options to check for potential conflicts through the U.S. Patent and Trademark Office database, online searches, and social media. We also developed a list of appropriate and available URLs.

Final Name

The chosen name, MusiCan, a play on the word ”musician,” helps express how empowering music can be to children.

Visual Identity

MusiCan’s logo design was meant to emphasize music and the benefits of playing it. Since the organization works with schools in New York City, we chose bright orange and red, colors that reflected the cultural background of the students and neighborhoods. The curved font evokes the youthful energy of the program. The logo is vibrant and recognizable on all mobile platforms and marketing materials, distinguishing it from its competitors.

Old Name & Logo

New Name & Logo

Website

To appeal to donors, and to explain the need for CWB’s programs and why they are worthy of support, we created a dynamic website that fully captures the spirit of the programs. Site visitors are invited to learn more about the programs through videos, photo galleries, testimonials, and other interactive features. The site is fully responsive for mobile and tablet devices, and is built in WordPress Content Management System.

The homepage showcases how music creates opportunities, encourages students to be unique, and motivates them to reach their full potential.

Programs

Site visitors can explore programs through a tab feature, view videos, and meet the teachers.

Impact

Donors can learn about the organization’s impact through statistics, quotes, and reasons to support the organization.

Results

As a result of the organization’s new branding, MusiCan had a successful fundraising campaign and engaged Red Rooster Group for additional marketing and fundraising work.

Updated Messaging & Materials Breathe New Life Into Social Service Agency

Founded as an orphanage 112 years ago, UMFS has grown into a multi-dimensional social service agency with 10 offices throughout Virginia. The agency needed help raising its profile across the state. Red Rooster Group was engaged develop a clear, purposeful message, unified voice and visual look with consistency across all marketing. We also helped employees become enthusiastic brand ambassadors for UMFS in order to raise the organization’s profile in the state, increase use of services, and drive donations.

Challenge

The Challenge UMFS Faced

A review of UMFS’ marketing materials revealed a fractured image with inconsistent messaging, generic stock photos, and overall lack of cohesiveness.

OLD MATERIALS

Goals

As with all of our engagements, we viewed our branding and marketing efforts in the context of the organization’s strategic goals:

Create a clear set of messages and an organizational culture that every employee believes in and lives.
Increase the number of donors and obtain $1.5 million in donations from donors, foundations, and grants.
Increase market share for statewide referrals.
Increase media visibility for UMFS around the state.

Market Research

We began the process by conducting the following market research:

15 in-depth, hour-long interviews with staff, donors, and other constituents.
Competitive Landscape Review of social service agencies in Virginia.
Marketing Materials Review assessing the organization’s brochures, ads, newsletters, and other communications.

Messaging

Mission Statement & Tagline

After conducting research about the needs of the organization and how it was perceived, we recommended revisiting the mission, vision, tagline, and core messaging. Working with a committee of 10 people including key staff, board, and lay people, we prescribed a series of sessions to get to the heart of what UMFS is all about, and to craft a Mission Statement that would serve the organization well. We led the committee through several lively discussions that ultimately led to the theme “Unwavering champions for children and families,” which is now the organization’s tagline.

In addition to being very generic, the organization’s old Mission Statement was a catch phrase and was not useful in helping people understand the agency or in galvanizing people around its mission. Its Vision Statement was clinical and uninspiring. Our goal was to revitalize these fundamental messages to help the organization capture people’s attention and imagination, and motivate staff.

Old Mission

Touching lives. Creating futures.

Old Vision

Be the agency of choice for services that empower children, adults, and families to reach their full potential by developing innovative community resources and partnerships.

New Mission

UMFS is an unwavering champion for high-risk children and families, collaborating with communities to help them reach their full potential.

New Vision

Creating a world where caring, opportunity and generosity are passed on from generation to generation — empowering all children to contribute to society as engaged citizens.

Mission Statement Process

Committee Presentation

The committee agreed on some broad terms that the Mission Statement needed to convey. The following questions guided discussions about the Mission Statement:

What do we do that’s different than other organizations?
What’s most valued about our work?
What have we been successful at?
Where do we want to be as an agency in 10 years?

We then explained the differences between the Mission Statement and the Vision Statement, and what they each could and could not accomplish. To get a baseline for evaluating UMFS’ Mission Statement, and to get the group’s creative juices flowing, we provided examples of Mission Statements from 50 top nonprofits and asked committee members to explain which ones they thought were effective.

Key Message Points

To understand what UMFS wanted to communicate about itself, we developed Key Message Points, based on the interviews and research we had conducted:

Proactively identifying community needs.
Shift from ”saving” toward ”empowering.”
Shift from ”what” we do to ”why” we do it.
Encompass children, families, and community.
Commitment to children to ”never say never.”
Collaboration as an organizational value.
Innovative, experimenting, learning organization.

Refining the Mission Statement

We wrote Mission Statements that explored a wide range of concepts for the committee’s consideration. Committee members were asked to select the Mission Statement they thought worked best and to describe why. A lively, and fruitful discussion ensued, with consensus around the concept of “unwavering champion.” The concept of “eradicating gaps” also gained traction.

In the next meeting, the committee reviewed Mission Statements using the ”unwavering champion” concept, and discussed the nuances of the ways to refer to children (disadvantaged, vulnerable, impoverished, etc.), settling on ”high-risk,” and ultimately reaching the conclusion that it was both children and families that were the beneficiaries of the services. After finalizing the Mission Statement, we wrote a Vision Statement that expressed the ultimate impact that UMFS hoped to achieve.

Other Messaging

Our next step was writing a range of messaging documents to help UMFS communicate to audiences in different ways.

Internal and External Message Points
What We Do
Description of Services
Elevator Pitch
Short, Medium, and Long Boilerplate Language
Fundraising Language

Faith-based Messages

Because of UMFS’ has strong ties to the Methodist community, we also developed messaging points addressing the need to move beyond the faith-based community without disenfranchising supporters from that community.

Visual Identity

Tagline and Brand Architecture

Several years before, UMFS had introduced a new logo, along with logos for each division. While the UMFS logo cleanly displayed a heart to represent the agency, the division logos resorted to more literal and clichéd renderings. We took on the task of developing icons that communicated each division’s message. For Project Life, whose mission is to empower young adults who have aged out of the foster care system, we used two stars to represent the youth and those who support them. For Child & Family Healing Center, we used a compass to symbolize that the program helps point people in the right direction in their lives — a fitting symbol since program participants are handed a compass at the completion of the program.

Brochures

The brochures we wrote and designed present a fresh, new look for the organization and introduced the elements of play and creativity UMFS uses when working with children. The brochures help UMFS stand out from other social service agencies.

Newsletter

In line with UMFS’ new messaging, we renamed their Guardian Newsletter. Now named The Champion, it showcases people who are living the organization’s mission.

Before

After

Impact Report

As a metrics-driven organization, UMFS wanted to communicate its successes in a compelling way. Departing from their previous year’s design format, we created their Impact Report with infographics showing the organization’s impact in five areas corresponding to their values. The infographics use large numbers as a focal point and icon-style graphics to illustrate the statistics. The graphics were used in both printed brochures and on their responsive website, which we also designed.

Website

We developed a responsive website that appealed to clinicians, parents, and donors. We wrote and designed the website to make it easy for users to understand UMFS’ services and take action. The website was developed in WordPress around a flexible, modular, block system that allows the creation of interesting pages throughout the site. Interactive features include the Donate Today section, with rollovers displaying gift descriptions. We included a rollover exploration of services and features to help engage potential employees. The site is fully responsive for mobile, tablet, and desktop, and was developed using WordPress Content Management System so the staff of UMFS can easily update pages.

www.umfs.org

A benefit-oriented headline, short copy, and unique graphics greet site visitors.

A rollover invites site visitors to explore donation levels.

Information is presented in small increments and reflows when viewed on tablets and phones.

Engaging Website Interface

Throughout the site, stylized illustrations are combined with donor forms and videos to create a layout that’s both inviting and informative. Pages for each division of the agency thoughtfully address the concerns and challenges faced by each demographic.

A rollover invites site visitors to explore services.

Modular block system makes pages interesting, and can be easily updated by the client.

History

We created a vertical timeline that adapts to responsive design for mobile devices.

Careers

UMFS wants to attract high-quality staff. We created a Careers page that emphasized how much fun it is to work there.

Brand Launch

Brand Book

To help UMFS communicate its message to its 300 employees statewide, we created a brand book that illustrates key points in an easy-to-understand way. Copies of the brand book were distributed at brand launch sessions to build enthusiasm and ensure consistent messaging throughout the organization.

Brand Launch Sessions

To help staff understand and embrace the brand messages, we held brand workshops for key staff and the board. The sessions included hands-on activities to create enthusiasm for the messages. One participant said, ”Five years ago, we had another agency do our branding and conduct a workshop, but this was much better. First, you guys really nailed what we are all about. And second, I really feel I understand and embrace our messages.”

Howard and Jonathan from Red Rooster Group introduce UMFS’ new messaging.

About 80 key staff attended the workshop. We held a separate session for the board.

To emphasize the message of ”Unwavering Champions,” we created cutouts so people could photograph themselves as champions.

For one activity, we asked participants to write and perform a song using UMFS’ new messages. Everyone really engaged and amazed us with their performances.

A balloon drop helped generate excitement and underscore the importance of the brand initiative.

We asked participants to decorate and post a sheet depicting the wall surrounding their campus to demonstrate what’s behind the wall.

Results

Integrated Campaign Promotes Early Childhood Mental Health

How do you help low-income parents pay attention to their young child’s mental health?

You need a message that doesn’t stigmatize, patronize, or scare them off.

A positive message helps parents see the good inside their child despite the frustrations that they might be feeling at the moment.

We also created brochures to reach doctors and other professionals who could refer their patients to the clinic.

A coordinated media approach included billboards and transit advertising to create awareness.

We used a combination of print and digital ads in local newspapers and websites to reach parents.

AdWords and social media campaigns with the YourChildsSmile.org URL drove traffic to a mobile-friendly landing page.

The landing page was integrated as a part of The Jewish Board’s website so that visitors could learn about their full range of services.

Participation in local events such as BayFest was an opportunity to engage people directly.

The 2-month campaign fulfilled the client’s goal of reaching a large number of people in a short period of time.

735,954

total people reached

Doubled

the average intake calls to the counseling center in the first 2 weeks of the campaign

Introducing a Complex Concept

Credible Messenger Justice Center

Introducing a Criminal Justice Mentoring Model

When an alliance of three parties came together to promote the Credible Messenger approach used for mentoring at-risk youth, they needed a way to explain the concept, present their affiliation, and build support for the movement. Red Rooster Group developed a brand to tell their story in a powerful way.

Services

Market Research
Brand Strategy
Naming
Messaging
Visual Identity & Brand Guidelines
Marketing Collateral
Website Copy, Design & Development/span>

Creating a Brand to Transform Lives

The Center for Credible Messengering is a consortium of the New York City Department of Probation, a nonprofit organization called Community Connections for Youth, and the Silberman School of Social Work at Hunter College. They came together to develop programs to harness the power of people who had been through the justice system and had transformed their lives, and to train them to become mentors for youth who might otherwise end up in jail. Our task was to create a brand for the consortium that was using this credible messenger approach.

Framing the Approach

We visited the programs and conducted interviews to learn about the valuable role that Credible Messengers play and perceptions about the justice system. We explored the issues around how to present this unique and sensitive approach to transforming individual lives, communities.

Crafting Brand Language

We developed a brand platform to define their brand — creating Mission and Vision Statements, Brand Pillars, Brand Personality, and other messaging components. We galvanized the brand around the concept of “Relationships that Transform,” and crafted messaging to support it.

A New Name

We wanted to address the awkwardness of ”Credible Messengering” in the original name — The Center for Credible Messengering — and give a clear focus on the words ”Credible Messenger.” After generating many options, we recommended the name Credible Messenger Justice Center to put ”Credible Messenger” first, and add ”Justice” to give context to the name.

Visual Identity

We then developed options for a visual identity that would give credibility to the alliance and help tell its story of Credible Messengers in dialogue with youth.

Website

We wrote, designed, and developed a website to showcase the Center, including pages that appealed to potential Credible Messengers, and a searchable Research Library for those looking for information on the effectiveness of the approach. Testimonials from Credible Messengers were used throughout the website.

Visit website

Print Collateral

We created overview sheets to promote the Center to professionals, and flyers to attract potential Credible Messengers.

Results

The brand, which was introduced a conference showcasing the Credible Messenger approach, was very well received, conferring credibility to the new venture.

Attention-Getting Mailer Opens Doors

How do you get executives at the major cable operators, such as Time Warner, to notice your small cable network? Have a creative idea that’s hard to miss. Red Rooster Group worked with Moss Appeal to develop this innovative direct mailing for Reelzchannel, a station that focuses on the buzz around movies. Since watching a movie on cable is a cheap date, we created this Cheap Date Kit to show how ReelzChannel can help increase the use of pay-per-view movies on cable. The oversized mailer was impossible for executives to miss — opening the door for ReelzChannel’s sales force.

Winner: Silver MARK Award

For excellence in promotional creativity in the cable industry.

New Brand Unifies Temple

Temple Sinai, the largest Reform congregation on Long Island, needed to update its brand. In a discovery phase, we explored the perceptions and strengths of this thriving congregation, including its rich diversity of offerings. To appeal to both members and potential members, we developed the theme of, “Where every heart has a home,” a new logo made out of Hebrew letters, and a visual identity system that creates a unique look for the temple while unifying all of its divisions.

Old Brands

Old Materials

Old Messages

Redesigned Website Promotes Affordable Housing

CLIENT: IMPACCT Brooklyn

We completely redesigned the website for this affordable housing organization in Brooklyn to make it easier for people to access services. After dissecting all of the services, we created Get Help pages around users needs. Instead of having to search through each program area, users can how easily find relevant services and events. Custom collages bring life to the Program pages.

We developed a custom events section that allows the client to store information for recurring events, such as the descriptions, locations, and contact information so that it can be easily used repeatedly and changed universally throughout site with a single change.

The website is making a huge difference in how people engage with the organization’s services, and is much easier for the client to maintain.

View Website

Red Rooster Group helped us completely rethink our website from the bottom up. They revamped our website to being through the eyes of the people we serve, making it much easier for them to access services. Throughout the process, Howard and his team over-delivered, going above and beyond what was in our Agreement. They created a sophisticated system for managing our events, they wrote copy for the website with the right tone to reflect our brand, they created collages to engage our visitors, and developed an illustrated timeline for our history. Throughout the process, they were very professional, and persistent in following up on all details that led to a terrific website. As a result, we are in much stronger position to be resource for people, raise our profile, and gather donations.
— Deb Howard, Former Executive Director

American Foundation for Suicide Prevention

Unified Identity Promotes Suicide Prevention Walks

The pre-eminent events to raise money to prevent suicide needed a comprehensive brand identity to connect their three different types of events while retaining independent recognition for each.

Community Walks

Overnight Walks

We created a flexible system for print and digital ads and flyers that event hosts could customize for their local events across the country.

Campus Walks

The adaptable system was designed to increase awareness of the events in order to drive engagement and fundraising.

People around the country are using these tools to host local events in their communities that are coordinated with the national events for a consistent brand experience.

How does a $100 million social service agency remain relevant in a competitive environment?

Founded in New York City in 1831, Leake & Watts had evolved from an orphanage to a multi-faceted agency with more than 40 different programs. But their name and brand were hampering their ability to get referrals and attract donors.

We created a new name, message, and visual identity that positions it as a leader in the sector. Here’s how we did it.

Challenges

The organization needed to address the problems with its name and retain a sense of history while moving forward to appeal to donors and funders.

Discovery

We conducted a thorough Discovery process that was designed to help us uncover brand perceptions and communication issues:

Naming

The leadership, Brand Committee, and Board were engaged in a thorough process to develop and test a new name that would meet their needs around the theme of “Rise.”

Messaging

As part of the branding process, we updated the Mission and Vision Statements, Values, and other brand messaging.

Visual Identity

We created a new visual identity that is expressive, contemporary, and evokes the agency’s personality. The visual identity system consists of:

Website

We planned, wrote, designed, and developed a completely new website for the organization. We created a positive experience that showcases the agency’s mission of helping people rise above adversity.

Brand Launch

Outcomes

Rising Ground’s new brand eliminates the confusion with their old name, inspires donors with an uplifting message, and gives staff a clear purpose to rally around.

— Meredith Barber Senior Director of Institutional Advancement Rising Ground

Sid Jacobson Jewish Community Center

Capital Campaign Uses Stories of Intersecting Lives

To raise money for renovation and expansion at this Jewish Community Center, we used a storytelling approach. We developed the theme of Intersecting Lives to show how the JCC brings together different people from the community.

Services

Challenge

Solution

We designed the brochure around three stories, each featuring three different people who connect at the JCC. The stories are told in panels that show two people but open up to reveal all three.

A spread features quotes about how people will benefit from the capital improvements.

Client: UMFS

Overview

Client: The CWB Foundation for Children & Music

New Name: MusiCan

Challenge

Marketing Goals

Mission & Vision Statements

New Mission Statement

Naming

Visual Identity

Old Name & Logo

New Name & Logo

Website

Programs

Impact

Results

Updated Messaging & Materials Breathe New Life Into Social Service Agency

Challenge

OLD MATERIALS

Messaging

Mission Statement & Tagline

Old Mission

Old Vision

New Mission

New Vision

Mission Statement Process

Other Messaging

Faith-based Messages

Visual Identity

Tagline and Brand Architecture

Brochures

Newsletter

Website

Engaging Website Interface

History

Careers

Brand Launch

Brand Book

Brand Launch Sessions

Results

How do you help low-income parents pay attention to their young child’s mental health?

You need a message that doesn’t stigmatize, patronize, or scare them off.

A positive message helps parents see the good inside their child despite the frustrations that they might be feeling at the moment.

We also created brochures to reach doctors and other professionals who could refer their patients to the clinic.

— Meredith Barber
Senior Director of Institutional Advancement
Rising Ground