A retired couple with a Christian mission to feed the hungry and a passion for the environment was starting a 501(c)(3) non-profit organization. They needed a brand that would resonate with CEO’s, community religious organizations and local groups inclined to volunteer like seniors, girl/boy scouts and local farmers.
How might we create a brand that speaks to those passionate about food waste and to those equally passionate about the Christian mission of feeding the hungry. Enticing the widest audience of donors, volunteers, and farm activists possible to launch non-profit Kalamazoo Valley Gleaners from an idea to a viable business and help make a difference in the world.
Researching food waste and Christian gleaner organizations determined neither were communicating to both audiences successfully and missing an opportunity to capture the widest participation in their volunteer organizations. The go-to visual for most hunger organizations was to show starving children. We did not want to further the exploitation of those people in need.
An uplifting heart lead brand identity and messaging combining love, food and service that speaks to many. Positive, respectful visuals and language with a Christian overlay alongside accurate food waste facts engage the broad target audience creating awareness that they can make a difference by participating.
"The contributions continue to roll in, and we are truly grateful!! Sue, you are part of making Kalamazoo Gleaners a reality! First impressions are key and your abilities have made this possible."
© 2022 Sue Johnson Design