Case Study: Non-Profit

The Greater Boston Food Bank
Non-profit Corporate Communications

Communication via Design (CviaD) began its involvement with The Greater Boston Food Bank (GBFB) four years ago when when CviaD was awarded their 2000 annual report project. The following year the GBFB was working with an advertising agency on an emotionally impactful, large scale ad campaign. CviaD carried this visual theme into their 2001 annual report while implementing the ad campaign onto billboards, train posters and print advertisements.

For The Food Bank’s 2002 annual report, CviaD worked with GBFB’s marketing team to identify and implement a new and stronger brand positioning in light of its mission and goals. Client collaborations led to a joint decision to take on a different approach. CviaD reinforced the theme of The Food Bank as a “charitable business.” The annual report was conceptualized as a series of dualities — a business-driven organization with a compassionate mission, stark statistics paired with achieved goals and hunger myths clarified with reality statements. This new direction emphasized GBFB’s progress as well as its need to provide ongoing relief for the region’s hungry population.

With a renewed corporate positioning, it was necessary to visually depict the message throughout all marketing materials. Starting at the top, CviaD updated the GBFB logo to reflect a more contemporary rendering. In addition, logo usage guidelines were created to reinforce its proper use among all constituents. For their first-time corporate positioning package, CviaD launched an all-inclusive package designed to be not only customizable, but also cost-effective and long-lasting. A corporate folder was created to reinforce the GBFB brand and serve various external needs. Two positioning brochures were produced: a full-sized brochure for specific audiences and a “mini” version for wider audience distribution. A black-and-white financial report insert was the final element. This piece along with the corporate brochure, was integrated into the multipurpose folder to solve the need for their 2003 annual report. In addition to these core messaging pieces, CviaD continued to put their new positioning into practice by creating program specific brochures, newsletters, T-shirts and food packaging.

Creating options to target specific audiences and finding ways to make budgets work more effectively are commitments CviaD strives for in all projects. As a dedicated partner and volunteer to The Food Bank, the rewards have extended beyond successful strategizing and consistent brand management — to making a difference in their hunger relief efforts.