| The Resource Connection
2010 REBRAND 100 Winners > notable
Industry: Social Services
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The Resource Connection, formerly Human Resources Council (HRC), is a nonprofit organization that provides vital services to residents of two rural counties in California. Over three decades, the agency has grown from a staff of seven to 150 employees and now includes children and family, nutrition, and prevention/intervention services.
Challenge - Locally, HRC was known for its programs, rather than as a comprehensive family services organization. A significant challenge was that staff had grown accustomed to creating their “own”materials, emphasizing individual programs. The rebranding emphasized the new mission and reflected professionalism and purpose, in preparation for a first-time capital campaign.
Strategy - Following an intense strategic organizational/communications planning process that included interviews with community and regional leaders, the name - “Human Resources Council” was changed to “The Resource Connection” - to better reflect the organization’s role. The logo incorporates the new tag line, “Engaging Families, Empowering Communities, Enriching Lives,” providing clarity to a range of audiences. The new brand features bold colors and a simple font for easy reproduction. Extensive design guidelines, and access to a library of documentary photographs, enable staff to create professional materials on their own. To introduce the new name and brand, a tabloid newspaper was mailed to every household.
Result - The rebranding increased understanding of the organization’s role in its community – even internally among its staff – and how its child and family, nutrition, and prevention/intervention services are linked. The new identity and materials are also powerful tools with which to increase support in a tough economic climate.
Credits:
Client: Staff and Board of the Resource Connection - www.theresourceconnection.net
Brand Strategists/Designers: Fern Tiger Associates - www.ferntiger.com
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