Case StudyReach for Home
Graybird gave Reach for Home a new brand to clearly reflect its service in the community, and to strengthen its messaging to donors.
Although this small organization managed to run an effective program funded by meager donations, government assistance and private and public partnerships, the reach of its efforts has been hamstrung. Names and identity are critical to connect with donors and the community at large. The North Sonoma County Services label was confusing because sounded like a government agency, which it was not. The abbreviation—NSCS—was also hard to articulate. Add these factors to some unclear messaging and suboptimal visibility and you end up with an identity problem. With the background of having worked on a larger homeless rebranding project, Graybird quickly recognized the distinct challenges and sensitivities around marketing homeless services.
We are beyond grateful to the entire Graybird team for the incredible work they put into our rebrand. Their efforts helped lift our organization to a new level of professionalism. They dramatically increased our visibility and created awareness within our community about the work we have done in assisting the homeless and those at risk of becoming homeless. Their efforts will help fund many more programs and save countless lives. We are truly blessed to have such a phenomenal organization working with us to elevate our success to another level.
— Colleen Carmichael, Reach for Home Executive Director
Branding a New Identity
“Reach” is a call-to-action for people to make positive changes in their lives and put in the effort to return to stable housing.
Logo projects a friendly and approachable vs stiff, cold or bureaucratic organization.
“Home” clarifies the function of the organization.
Tagline reinforces mission of housing and the comprehensive services for the homeless or those at risk of becoming homeless. Rhyme and repetition are memorable.
Asset Production and Launch Event
In partnership with the communications firm, IQ360, Graybird wrote the launch press release, briefed third-party spokespeople from partner nonprofits, the local police and county government. We assisted with event logistics, collected online donations and distributed branded tote bags to promote excitement amongst donors and supporters.
Additionally, with Beth Pielert of Good Film Works, Graybird produced a five-minute Fund-A-Need video for the Reach for Home annual fundraiser. This asset was key in raising over $100,000 — more than twice as much as the previous year.
A model that Karen Kamberg of Karen Kamberg Designs created to depict the four pillars of the Reach for Home program.
We worked with a number of Graybird affiliates during this project that helped ensure the successful launch of the new brand.
Karen Kamberg of Karen Kamberg Design created the new logo, developed a color palette, and a cohesive family of marketing materials including a tri-fold brochure, a six-foot pull-up banner, business cards, letterhead and envelopes, social media images, donor card packages and a style guide.
Mark Stover of StoverPix created an easy-to-update Squarespace website that highlights positive outcomes for Reach for Home clients and conveys the organization’s mission to potential donors in a straightforward manner. The website also features the Stripe app to conveniently accept online donations.
Beth Pielert of Good Film Works conducted a one-day long photoshoot with staff and clients in Healdsburg to capture inspiring photos that are used on the new website, on social media, in signage and brochures. Her photography emphasizes the positive potential of Reach for Home clients.
Jeff Scott of IQ360 helped develop a PR plan to attract media coverage in Sonoma County and get the message out about the organization’s rebranding.
PCX in San Mateo, CA and Access Uniforms in Burlingame, CA provided speedily-completed printed materials and tote bags, respectively.
— Tom Hartfield, Reach for Home Board Chair