Strategy: Refresh the visual communications of a BBBS chapter using the new national BBBS brand.

Big Brothers Big Sisters is a national organization that provides children facing adversity with strong and enduring, professionally-supported one-to-one relationships that change their lives for the better, forever. I was part of a team that was hired by Big Brothers Big Sisters in Lehigh Valley, PA (BBBSLV), a local chapter. This included a project manager, content writer and graphic designer (me). In addition to our specific duties, we also conducted audience and market research for them. We were asked to integrate the new national brand into the local chapter’s refreshed visual communications. This would help reposition BBBSLV with several audiences:

• Potential Mentors (millennials, women and men of color)
• Potential Donors (corporations and industry leaders)

Our research along with the national brand’s research produced a Creative Brief (CB) and Communications Plan. The CB highlighted the perception of the national brand as outdated and there was confusion about who they are. This is why the national headquarters rebranded with a new logo and visual branding guidelines. Using their guidelines, we developed a short graphic tagline that flowed throughout all of the materials: Be The One. I used the established graphics in the new BBBS visual guidelines throughout the new marketing materials.

Deliverables
Market/Audience/Design Research
Creative Brief
Communications Plan
Tagline
Info Sheets
Case Statements
Folder
General Brochure
Millennial Brochure
Postcards and Rack cards
Table Skirt
T-shirt
Infographics
Display Banner