The rebranding and website redesign began in March 2018, and the goal for completion was clear: Alisa Ann Ruch’s 56th birthday was on September 8, 2018, and they wanted to host a donation drive through their new website that encouraged visitors to donate $56 in honor of Alisa. We needed to complete everything in time for the special donation landing page to be built and for the donation drive to be publicized. The rebranding served as a catalyst for website views and social media clicks, which then lead to a generous amount of donations. The donation drive raised more than $7,000, a hugely significant amount of money for this organization.
Using our holistic brand approach, the new logo was also applied to some new apparel and accessories so that staff, volunteers, and event attendees could represent the updated brand. We created a color-coordinated system that represents the various levels of staff, interns, volunteers, and survivors, assigning a visual connotation to each level and reinforcing the new brand.