Brand Development Case Study Abby’s House visual identity print collateral website design content management system How do you brand “hope”? Many non-profits serve those in need but too often focus their brands on the despair of their beneficiaries’ complicated situations rather than positive outcomes. Is there a balance? THE CHALLENGE: Brand an organization whose mission is to provide a clear path through dark times faced by women and their children. The brand must appeal to potential donors, both individual and institutional – but most importantly – it must communicate an uplifting tone of hope that signals the success achievable through the organization’s programs and services. step 1: define your value proposition “One light for your safe entry; another for your successful return to independence.” I felt this excerpt from a poem (brought to one of the initial meetings) helped to define the value proposition that Abby’s House needed to communicate. What they provided was not a single commodity like “food” or “clothing,”, rather, it was a transformative process and a feeling of community and hope. The new message had to be more “round trip” rather than simply offering a night’s salvation from the cold. When I began to investigate what vestiges of a brand were in use, I discovered that Abby’s house used “A Bright Spot in the City” as a slogan. The mission had evolved and the connotation of Abby’s House as a housing solution consisting of one property was outdated — multiple properties existed. Furthermore, the complex mission of the organization provided different values to the community than to the individuals. However, the overall outcomes hinged around three central issues that intersected in important ways. Upon discussion with the organization’s stakeholders, we determined that the new brand should clearly incorporate a statement of the key elements of what Abby’s House provided to all its constituents. Shelter, Housing and Advocacy. step 2: look at your brand & audit competing brands When scrutinizing what a brand is or will be, I ask The existing logo was not used consistently across all materials in print, on the web and by other organizations who sought to run funding initiatives on the organization’s behalf. each client to examine their own brand as well as the brands of other organizations that compete for funding or provide similar programs and services. What we found was it just wasn’t clear who Abby’s House was or what they did. We needed have a versatile identity that was direct and wouldn’t be confused with other state agencies or private organizations. (YMCA of Massachusetts) step 3: identify concepts & develop visual approach As the project began to move forward, it was feared that the existing stakeholders were sufficiently entrenched with the old look-and-feel (the house) that moving toward a new concept might disrupt the equilibrium. To facilitate a smooth conceptual transition, I presented images of lanterns that intimated concepts of light and cultural universality rather than an architectural fixture. Themes of welcoming, journey and hope shine through. step 4: apply concepts to a visual design approach Initial attempts at finding the voice of the organization ranged from literal to abstract — but all related to light and lanterns. Designs that were contemporary, extensible, versatile and relevant quickly emerged. The representative stakeholders were in favor of eschewing literal approaches in favor of those that described the light/hope concept. A H ] prevailed. Color preferences step 5: conceptual refinement Exploration and alternatives to the core elements of the mark began to take shape. It was clear that color and emphasis would need to come into balance before a final solution was reached. Milk Row Studio examined 100s of typographic options and presented a range of options. The type choices that were favored aptly lent weight and credibility to the words while providing support to the light. step 6: more conceptual refinement The committee of reviewers continued to narrow its gaze to the finer points of the logo such as subtle color variations, transparency and typographic positioning and emphasis. What began to emerge was not only a sense of light but a metaphor for the housing by virtue of an almost architectural stacking of the word-mark. The core color schema is solidifying here. step 7: verifying choices and further refinement At this stage the group is re-examining the design iterations with near final elements. The typeface selected was Sky Serif. The shade of subtly violet-blue was chosen and the lefthand position of the star agreed upon. Final type positions were once again considered. A preference for the color of the stars coalesced at this stage. step 8: final approval of the visual identity The review committee agreed on this final identity and color palette. The elements here will become the basis for the entire visual identity that will come to visually define the Abby’s House Brand. The final solution used subtle type size variation to put additional emphasis on “Abby’s” to further suggest that housing wasn’t the sole focus of the organization. What visuals should support the brand? The existing website (but not other materials) used stock photography that wasn’t on target for messaging. A broad search for affordable, appropriate imagery yielded few serviceable solutions. While some fit, the organization was reluctant to let 1 or 2 images assume the identity. Photography of the actual women at Abby’s House was not a comfortable alternative. Ultimately it was decided to not use photography of “women and children” for the initial launch. Photos should convey hope despite concern and success despite past struggles. What visuals should support the brand? Instead of photography, the brand visuals would rely on treatments of the core identity to help convey various concepts and support graphic treatments across print collateral and the website. The beauty of the shape was that it lent itself to many interpretations through combination and limitless variations. 52 High Street, Worcester, MA 01609 • 508.756.5486 • Fax: 508.798.3299 • www.abbyshouse.org Dear Sir or Madam, Num, officitas delest, non commollam, iunto eaquae et preicias dio. Em illicil idelluption eumquia nestem fugiaspedit, nihillabo. Repedis sunto quo que de aborendis molore nem re ducipsaperum fugitios volum ipis as es dus essinvellias remque dias magnis dis eum volum dit debis aut officiis volo et labore, offic tet eius pellam, sequi rest venis dolupta sperumquidus apicips undigname sapelendio magniscipsam quiatem reprate dolupta simperit que quatisquis as dolore dolut ea del is simenditaquo et rere nonsequi anis ipient, cusa voluptia dusamenisquo. Mos accate et latem sincillab iderumque lam et alis alit aut volorita pe nobit mo estibus cientem volumen deligeniet alibusd anduci dessi corem. Nam quuntot aturita tionem cum volore volo ex evendel eum ea con num accus corrovit peritis quatur alignatia conecum venia corrovi dellectus paribus vendanimin prae voloris exereni magnitatis eum eum facesci nis voluptur aut pore, quid qui corit eossum laudant. Cestiorecti que eum qui occus reperum nisciur iorerch illande rovidebis resentur? Obitiuntiae eumet dolorer ehenis ut endignam, ulparisto molest, sit optatur sum int eosam suntia voles expere, vitamet prat elias evelibus sequia sam, quundae labores doleceatus suntem dolum fugitios sitate aut unt. Apitiatiori blam volori derum voloris dolorumet molupta quod ulpa num hiliquat mi, que ium et laborempos volessimet reius doluptat faccus ene dis dolumquis vollest expe porem electemolor aspero temperf erumquiae plitatus, sum audam exeri aperchi liquunt liat enis dolorem recum im num rest voluptas dunt aditatis as sinis etus ape consequiam sanis aligene ipsum eum hiciisquam doluptu sandaec tusapici quat ut facium as aut molorrovid magnis nim acepudias si dolores tiument quiam entiaturem rempeles is eaquosam et quibus expliquodi volorrum si que voles rerferr uptatur? La dellor audi dis exereperatur andist laut eatas ium re pereper aesequi quo tem sitae velitae dolescit que peratius. Il ius renecate suntias solore velescid eicientem qui tectem rero quia dento tenduci ducimodis cum sinvend estinul lacero cus. Sincerely, Firstname Lastname, Title Longishness [email protected] 52 High Street, Worcester, MA 01609 • www.abbyshouse.org Sarah Lange Director of Fund Development & External Relations [email protected] 508.756.5486 x18 52 High Street, Worcester, MA 01609 Fax: 508-798-3299 • www.abbyshouse.org H_bcards.indd 22 At Abby’s House, we provide… to homeless women & children in Central Massachusetts. 11/19/10 3:03 PM Thank you. who walk through our doors. Thank you. require its guests to be on welfare. With 78 complex needs of the women and children family shelter in the area that does not make it possible to meet the increasingly shelter in the area for women. It is the only Generous contributions from our donors and rebuild. Abby’s House was the first to meet the needs of women and children. children with a safe place to stay, regroup, of affordable housing designed specifically more than 11,000 homeless women and units, Abby’s House is the largest provider Since 1976, Abby’s House has provided 52 High Street, Worcester, MA 01609 • 508.756.5486 • www.abbyshouse.org Thank you. who walk through our doors. Thank you. require its guests to be on welfare. With 78 complex needs of the women and children family shelter in the area that does not make it possible to meet the increasingly shelter in the area for women. It is the only Generous contributions from our donors and rebuild. Abby’s House was the first to meet the needs of women and children. children with a safe place to stay, regroup, of affordable housing designed specifically more than 11,000 homeless women and units, Abby’s House is the largest provider Since 1976, Abby’s House has provided 52 High Street, Worcester, MA 01609 • 508.756.5486 • www.abbyshouse.org Thank you. who walk through our doors. Thank you. require its guests to be on welfare. With 78 complex needs of the women and children family shelter in the area that does not make it possible to meet the increasingly shelter in the area for women. It is the only Generous contributions from our donors and rebuild. Abby’s House was the first to meet the needs of women and children. children with a safe place to stay, regroup, of affordable housing designed specifically more than 11,000 homeless women and units, Abby’s House is the largest provider Since 1976, Abby’s House has provided 52 High Street, Worcester, MA 01609 • 508.756.5486 • www.abbyshouse.org Thank you. who walk through our doors. Thank you. require its guests to be on welfare. With 78 complex needs of the women and children family shelter in the area that does not make it possible to meet the increasingly shelter in the area for women. It is the only Generous contributions from our donors and rebuild. Abby’s House was the first to meet the needs of women and children. children with a safe place to stay, regroup, of affordable housing designed specifically more than 11,000 homeless women and units, Abby’s House is the largest provider Since 1976, Abby’s House has provided 52 High Street, Worcester, MA 01609 • 508.756.5486 • www.abbyshouse.org Thank you. who walk through our doors. Thank you. require its guests to be on welfare. With 78 complex needs of the women and children family shelter in the area that does not make it possible to meet the increasingly shelter in the area for women. It is the only Generous contributions from our donors and rebuild. Abby’s House was the first to meet the needs of women and children. children with a safe place to stay, regroup, of affordable housing designed specifically more than 11,000 homeless women and units, Abby’s House is the largest provider Since 1976, Abby’s House has provided 52 High Street, Worcester, MA 01609 • 508.756.5486 • www.abbyshouse.org Thank you. Since 1976, Abby’s House has provided more than 11,000 homeless women and children with a safe place to stay, regroup, and rebuild. Abby’s House was the first shelter in the area for women. It is the only family shelter in the area that does not require its guests to be on welfare. With 78 units, Abby’s House is the largest provider of affordable housing designed specifically to meet the needs of women and children. Generous contributions from our donors make it possible to meet the increasingly complex needs of the women and children who walk through our doors. Thank you. 52 High Street, Worcester, MA 01609 • 508.756.5486 • www.abbyshouse.org Thank you. Since 1976, Abby’s House has provided units, Abby’s House is the largest provider more than 11,000 homeless women and of affordable housing designed specifically children with a safe place to stay, regroup, to meet the needs of women and children. and rebuild. Abby’s House was the first Generous contributions from our donors shelter in the area for women. It is the only make it possible to meet the increasingly family shelter in the area that does not complex needs of the women and children require its guests to be on welfare. With 78 who walk through our doors. Thank you. 52 High Street, Worcester, MA 01609 • 508.756.5486 • www.abbyshouse.org We’d like to thank you for your contribution of $ to Abby’s House. made in loving memory of Your generous contribution will help us provide shelter, housing and advocacy to homeless and abused women and children. sincerely, your gift is tax-deductible to the full extent of the law. Since 1976, Abby’s House has provided units, Abby’s House is the largest provider more than 11,000 homeless women and of affordable housing designed specifically children with a safe place to stay, regroup, to meet the needs of women and children. and rebuild. Abby’s House was one of the Generous contributions from our donors first shelters in the U.S. for women. It is the make it possible to meet the increasingly only family shelter in the area that does not complex needs of the women and children require its guests to be on welfare. With 78 who walk through our doors. Thank you.
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