Alternatives, Inc.

Role: Communications Manager

2016

Delivery

Branding & Identity
Strategy
Brand Assets

For over 50 years, Alternatives has provided essential youth development and counseling programs to Chicago youth. As a trailblazer in bringing the Restorative Justice program to the Chicago Public School system, Alternatives was now poised to extend its impact to the greater Chicagoland area.

Scope

Facing brand awareness and digital outreach challenges, the organization remained steadfast in its commitment to empowering youth but knew it was time to usher in a fresh look and feel for its audience.

Concept

Tapped to lead the strategic rebranding efforts, we partnered with PACO Collective to redesign the identity and develop the brand strategy and messaging pillars. To give the logo a modern and youthful feel, I assisted the design team in creating a color palette that reflected the age group based on feedback from a series of 10+ stakeholder focus groups and interviews.

Results

Alternatives dramatically improved its online presence and increased year-end revenue growth by 30% during 2016 and 2017. The new identity and brand strategy received high praise from staff, youth, donors, and partners. We strengthened the brand and established a vision for future generations to come.

Credits
PACO Collective
Resource Development

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