Family Services of Beloit Wisconsin: for their 2020 fall fundraising event, a yearly fundraising event for Family Services, a social advocacy non-profit in Beloit, Wisconsin.
Through several in-depth conversations with Family Services, we learned about their mission and culture, about their fundraising goals, and about the complex problems standing in front of those goals.
Family Services' goal was to double donations over last year's event.
The Complex Problem:
Several complex problems stood between Family Services and their goal.
First was the COVID-19 pandemic. Because of COVID, the entire fundraising event would have to be virtual. This would be the first time Family Services had ever done a fully virtual event.
Second was the existing brand and marketing strategy for the event. Family Services lacked a clear marketing plan and a defined brand for the event.
The Root of the Complex Problem:
The existing event brand and marketing materials lacked compelling visuals and messaging. This then negatively affected the amount of donations the event was able to raise.
And without a clear marketing plan and with nearly all familiar marketing channels closed due to COVID, Family Services was unsure how to reach donors, much less bring in double the amount of donations.
The Creative Solution:
Through asking questions and active listening, we worked in collaboration with Family Services to craft creative solutions that would help them reach their goals.
Together, we crafted an event branding project and event marketing project for Family Services.
Read about the full project below.
Due to a narrow production timeline from the start of the project to the event launch date, we used an abridged branding process to create a new brand identity for Family Services of Beloit Wisconsin’s fall event.
Through in-depth conversations with Family Services, we mapped-out the core attributes of the existing brand.
With these essential attributes in hand, we abridged the next stages in our branding process and went into creating a new name for the fall event.
This led to the name, Build Resilience.
With the new name and the core brand attributes in place, we moved on to creating the event’s new visual brand identity.
First, we focused on the core graphic design elements of the existing event materials.
-The colors of blue, white, and yellow.
-The flat silhouette graphics of homes and families.
Using the existing brand colors of blue, white, and yellow, we worked to refine the brand color palette.
We strove to make the palette feel more sophisticated and cohesive without losing the feeling of childhood and families.
To add visual dynamics and to reaffirm the idea of building, growth, community, and families; we modified the existing flat silhouette graphics of homes and families.
We also added new graphic design elements to the brand.
We added new elements to help create more visual interest and dynamics.
Along with adding more dynamics, these new patterns made from simple line illustrations of classroom rulers and alphabet blocks helped to reaffirm the feeling of childhood, families, community, and the idea of building and growth.
We added new textures of painted front doors, playground pavement, and city sidewalks to also help reaffirm the feeling of childhood, families, and community.
We created a photo art direction for the new brand. The art direction works to capture the tone, emotions, and concepts of the brand. The style and content of the photos works to convey the feeling of childhood, families, and community.
We created a new typography system for the brand. As with the other visual elements, the typography works to reaffirm the feelings and concepts of the brand.
We then created a new logo for the brand. All of the elements of the logo work together to reaffirm the ideas of building, community, steadfastness, and flexibility
With the brand identity finalized, we moved on to bringing the brand to life by creating all of the brand and marketing materials for Family Services fundraising event.
*Brand materials are physical and/or digital materials that allow the brand to function on a day to day basis.
These materials also serve as the bedrock and beginning of the firm's marketing efforts.
Examples of brand materials are things like:
-internal and external documents
-writing such as welcome guides, intake forms,
*Marketing materials are any physical and/or digital materials that aim to spark conversations that build brand awareness and brand value.
Examples of these materials are things like:
-social media posts
For this video we created the graphic design, video production, and custom soundtrack.
To promote the event, we created a landing page within Family Services' larger Wix website.
For the page, we created the:
-web design, and
Below, you can watch the scroll through of the landing page
Plus, you can visit the page here.
Also through Family Services, we worked in tandem with Dry Water Productions to create video content for the event.
With a detailed brand identity and marketing strategy, and - most importantly - with the incredible advocacy staff at Family Services of Beloit Wisconsin; the fundraising event was able to adapt to the new demands of COVID-19 and transition from an annual luncheon to a fully virtual event.
Plus, the event was able to hit the project's goal and achieve 2x growth over the previous year.
market research \ brand positioning \ brand identity \ logo design \ social media content \ copywriting \ graphic design \ web design \ search engine optimization (SEO) \ brand materials \ marketing materials \ email marketing \ fundraising marketing \ video production \ custom soundtrack