CLIENT: Ohel Family Services
When this social service agency for the Jewish community in Borough Park, Brooklyn approached Red Rooster Group, they were operating under 3 different names: Ohel Family Services, Bais Ezra, and Lifetime Care, in addition to their department names. Each operating unit had its own logo and look, so people did not the services were connected. This was a lost opportunity for Ohel to convey the scope of their agency’s services to their constituents and donors. Red Rooster group led the agency through a process of developing a unified brand for the agency.
Logo
After refining the main Ohel logo to have more energy and be more aesthetically pleasing, we developed a family of logos that connects the departments under the Ohel name. We assigned colors to each of the departments to create recognizable identification and to convey the spectrum of services. Extensive testing of typefaces and sizes for the department names ensured that they read well at small sizes.
40 Year Anniversary Logo
The 40 year anniversary logo we designed has visual cues that reinforce Ohel’s main logo. The surrounding arcs are taken form the arcs in the leaping figure (while subtly mimicking comforting hands) and the intersection in the zero parallels the intersection in the â€O†from Ohel.
Brand Manual
To help Ohel to use their logos effectively, we developed a brand manual that shows the colors, logos in color and grayscale in formats for print and web, as well as social media icons.
Podium Signs
Podium signs identifying each department are used at the appropriate events to reinforce the agency and departments.
Business Cards
Ohel’s business cards show the agency’s spectrum of services.
Ads
The ad campaign calls attention to child abuse, a taboo topic in this religious community. It urges people to speak up, despite community pressure to keep the issue hushed. The campaign was the start of the agency’s approach in being more pro-active and advocacy-oriented in its approach to social services.
Results
With this new brand infrastructure in place, Ohel is able to develop greater visibility for agency as a whole. They are able to develop marketing materials that are more cohesive, such as a magazine with a more unified look, organized by the departments which are clearly identified. Connecting the departments to the main agency builds support for Ohel as the central social service agency for the community, helping people understand the agency’s full scope of services and how essential the agency is to the community — which is central to their fundraising efforts.
Links
- See another nonprofit brand family.
- See other nonprofit branding case studies.
- Contact Red Rooster Group for help with your marketing.
Red Rooster Group is a New York based graphic design firm that creates effective brands, websites, and marketing campaigns to increase your visibility, fundraising, and communications effectiveness. Contact us at info@redroostergroup.com.