| Turnaround
2010 REBRAND 100 Winners > best of awards
Industry: Educational Institutions
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Between 2000 and 2005, suspensions at New York City public schools increased
by a whopping 76 percent. At over 1,000 schools in New York City, drug trade,
gang-related activity and violence continues to thrive despite more than 4,600 safety agents and 200 armed police officers patrolling the hallways.
Challenge - It’s no surprise that many parents believe the New York City public school system
to be irreparably broken. The result: a widening gap in the quality of education
received at private vs. public schools and a growing disparity between the haves
and have-nots.
Strategy - Siegel+Gale crafted—and brought to life—Turnaround’s brand story to elevate its visibility and reputation, to drive funding, and, ultimately, to reform and transform the public school system in New York City and beyond. Turnaround for Children enters the most challenged New York City schools and—instead of encouraging “band-aid” solutions—works to diagnose, treat, and cure underlying problems to provide long-term and transformative changes that will improve academic, safety, and social outcomes. In these challenging times, Turnaround for Children is a beacon of hope.
Result - Siegel+Gale crafted a platform capturing the essence, behaviors, and personality of the brand, developing a visual identity to bring to life the tenacity and optimism of the organization. Turnaround continues to consult with Siegel+Gale and is currently working on revitalizing its web presence to reflect the refreshed brand.
Credits:
Client: Turnaround - www.tfcusa.org
Brand Strategists/Designers: Siegel+Gale - www.siegelgale.com
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