Building a stronger brand for a great new strategic plan
Family and community
With a change in leadership and ambitious strategic plan in development, Atlanta Community Food Bank was poised to expand their impact and inspire a groundswell of new support.
Creating an identity to match their ambition.
To realize their bold objective—to ensure all hungry people in their service area have access to the meals they need when they need them by 2025—their brand needed to embody the mission and inspire others to take action.
Numbers don’t tell the whole story.
Before rebranding, Atlanta Community Food Bank communicated their impact by the numbers—pounds of food distributed, volunteers deployed per year, and programs offered. Impressive sums described their scope, but lacked the compelling, emotional, human why of their work.
Turning market research into insight
Research showed that though food insecurity levels were rising in the Atlanta area at staggering rates, many residents were unaware that hunger was an issue in their communities. Drawing from the data, Big Duck created an engaging visual and messaging system that function as Atlanta Community Food Bank’s modern identity and as a magnetic rallying cry.
Atlanta Community Food Bank’s final identity is a fresh take on the Georgia peach, symbolizing giving and receiving food.
But before getting there, we explored a range of visual identities, all inspired by unique aspects of their work.
Distribution trucks drive their mission, so we created a few vehicular applications to help visualize proposed identities. The tape they use when packing up food inspired this idea.
This option was inspired by food crates. While it didn’t get chosen, showing it helped them articulate what they wanted: a greater expression of community.
This option was more of an evolution from their original visual. Ultimately, they opted to go farther, and connect to the larger hunger movement by using orange.
After a few rounds of tagline exploration, their final choice serves as an evocative rallying cry and vision for the future.
And, the winner is: the hand of generosity—evoking their human touch and collaborative approach to ending food insecurity and strengthening the community.
Big Duck also crafted a comprehensive messaging system, including this vision statement, that tells their story and calls community to the forefront.
We engaged staff and board throughout the rebranding process so everyone was all-in to embrace the work.
From office signage to swag, volunteers, staff, and board breathe life into their new brand daily.
Orange is the new blue.
By recommending they change their brand color from blue to orange—the national color of hunger awareness—Big Duck positioned Atlanta Community Food Bank at the center of the movement. Guided by our rollout strategy, they launched their new brand at the start of Hunger Action Month, leveraging the extra attention on their issue.
Our new identity holds up two things we value most: our community and nutritious food. Big Duck helped us understand how our brand identity can be used as an asset to achieve our mission and help us keep the community we serve front-and-center.
From vision to reality
We can see impact beyond the numbers. Following our comprehensive brand rollout strategy, Atlanta Community Food Bank’s new visual identity and messaging emblazoned billboards, food distribution trucks, and shareable swag of all sorts. Staff across the organization have embraced their new messaging, writing and speaking about their work consistently and clearly, so everyone is on message. Today, they spend less time creating materials, and more time placing the community as the solution to food insecurity in Atlanta.