HumanKind Brand Reinvention

Our challenge was to help reinvent a vibrant but dated organization while still keeping their core supporters connected and energizing new ones. We started from the ground up with a name change and carried that through to their voice, visual branding and eventually all collateral. In the process we helped them discover a new layer to their mission, a new confidence for fundraising and a new story for how they’d accomplish their vision: ending homelessness in their hometown.

A dramatic change was needed. Research showed that understanding of who the organization was lagged far behind what they’d become. No longer just a faith-based emergency shelter but an organization equipped to help people anywhere along the continuum from homeless to home.