Kalamazoo Valley Gleaners
Brand launch
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.
SCOPE OF WORK+
RESPONSIBILITIES
Creative Director + Lead Designer
Brand Strategy
Brand Voice
Brand Identity
Collateral Design
Illustration
Copy Direction
Business Templates
Production
Project Management
problem
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.
insight
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.
solution
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."
– Jane Van Tuinen, Founder
Honest, purpose driven branding lights me up.
Let's connect.
© 2024 Sue Johnson Design