Brand Strategy, Brand Development, Story Telling
Telling Their Story
The first step was to identify what their mission is as well as a simple, memorable way to communicate it. The challenge was to define their work without limiting the scope of projects they could undertake. I combined their two passions, (re)building and compassion: Building Compassion.
Next I needed to create a mark to represent their mission. This mark needed to both appeal to their young-adult-aged volunteer force and inspire competence for potential corporate donors. Because the projects are dependent on the efforts of a team of volunteers, I chose the image of 3 people holding up the roof of a house. From that simple image, I created a stationery package including business cards (shown above) and letterhead.
Since their primary volunteer force is college students, I built a volunteer campaign around the challenge to Consider Compassion as an alternative Spring Break. The campaign language was intentionally kept generic so BC could use it for many projects to come.
This is where the storytelling began in earnest. I used the volunteer campaign design elements to create a volunteer intake funnel for their next project, responding to the Bastrop Fire in Fall 2011. I created a visual online storyboard about families affected and I included a simple signup form as a call to action.