Foodlink

Based in Rochester, NY, and serving 10 counties, Foodlink had long since moved beyond its original mission as the area's "foodbank," rescuing and redistributing food through pantries and community service agencies. Their tagline, "Fighting Waste, Fighting Want" (coincidentally conceived more than 15 years ago by our chief creative officer) still had its admirers, but it failed to capture the entire scope of Foodlink's current, and ambitious, hunger-fighting efforts. The agency called us for a brand repositioning.

Foodlink Brand Positioning

In a collaborative, facilitated workshop, we led key members of the leadership team and selected board members to consensus on a full suite of brand position elements:

• target audiences
• brand essence
• competitive frame of reference
• important brand benefits
• brand promise
• brand personality

The effort resulted in a blueprint not only for marketing, but also for ongoing decisions about the types of projects and endeavors that Foodlink would take on.

Learn more about our collaborative and energizing Brand Positioning Workshop.

Foodlink Brand Architecture

How does the operational architecture of your organization relate to your brand? How are sub-brands and ancillary entities named? What about the relationships between your brand, endorsing and supporting brands, and brands you wish to endorse? Nearly all of these questions came into play for Foodlink, which sponsors programs begun by or named by other organizations, and which has a certification relationship with America's Second Harvest. The solution was a comprehensive Brand Architecture project, where we laid out the rules for naming. Now you'll see Foodlink Foodbank (brand + sub-brand) or Check Out Hunger, A Foodlink community initiative (a national program run by / endorsed by Foodlink). The brand architecture system brought a level of consistency and order to the brand family.

Sales Brochure 2

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Sales Brochure 3

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Foodlink Tagline, Logo & Messaging

The brand positioning in place, we gathered our entire creative team for several rounds of brainstorming around a new tagline. It should be succinct, memorable, relevant and, in the best of all worlds, create an emotional connection. As we talked through Foodlink's philosophy, we came to believe that the new tagline had to give people a sense not of "reaching down" to help someone but of sharing among neighbors, the generosity you feel when you invite friends to your table. We sifted through hundreds of possibilities to come up with the winner: Foodlink. abundance shared.

Now on to the logo. It should be bright, optimistic, include an organic element, illustrate the notion of sharing....this is what we came up with.

Finally, we created signature messaging and a series of bulleted "sound bites" that Foodlink can use as it rebuilds its marketing communications around the new brand position.

Promotional Campaign 2

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Promotional Campaign 3

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Foodlink Brand Identity

The strength of the Foodlink logo comes through on these brand identity elements: stationery/envelopes and business card. A double-sided card gave us room to include some important messaging about the organization.

Email Campaigns 2

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Email Campaigns 3

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Direct Mail 2

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Direct Mail 3

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Foodlink Brand Identity Guidelines

How to use the new logo and tagline elements? Our comprehensive Brand Identity Guidelines document details the colors, the proportions, the fonts, the page placement, the relationship to sub-brands – everything Foodlink's designers will need to know.

Flash Presentations 2

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Flash Presentations 3

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Foodlink Customer Touchpoint Management

What are all the ways in which your brand makes contact with target audiences, and what can you do to maximize those interactions? The final piece of our Foodlink project was to propose a far-reaching list of customer touchpoints and some ideas for ways to take advantage of them.

Tradeshow Banners 2

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Tradeshow Banners 3

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RadioCampaign 1

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RadioCampaign 2

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RadioCampaign 3

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AnyType 1

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AnyType 2

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AnyType 3

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