The nonprofit organization Clearbrook provides a variety of essential programs and services to people with intellectual and developmental disabilities across the Chicago metropolitan area.
Despite its quality reputation and established track record, the organization was hampered by a lack of compelling branding and message clarity, impeding its ability to expand programs, grow funding and heighten its impact. Clearbrook needed a new image that could better represent its value and connect more effectively to the larger community.
Clearbrook partnered with Agency McKenna to reinvigorate the organization’s brand and clearly communicate its distinctive promise in a consistent way to clients, their families, funders and community supporters.
We began our work with a communications audit, focus groups and a perception survey to help shape the new brand strategy. Then we developed a brand identity and tagline that captured Clearbrook’s vibrancy, multifaceted nature and holistic approach to care. With meaningful, purpose-driven branding, Clearbrook was primed to deepen its relationships with its constituents and gain well-deserved recognition for its life-changing services.
CRAFTING A REVITALIZED BRAND.
Clearbrook’s distinctive, colorful new logo serves as a beacon, communicating inclusion, cooperation, positive energy and connection to all of the people they serve.
WRITING A POWERFUL TAGLINE.
“Enrich Lives. Embrace Potential.” telegraphs the essence of Clearbrook’s promise that all individuals deserve the opportunity to live to the fullest. To gain recognition for Clearbrook’s specific mission, we created a flexible lockup system by adding an optional explanatory line “For Individuals with Intellectual and Developmental Disabilities.”
ENSURING CONSISTENT BRAND USAGE.
The Brand Guidelines are an essential reference guide that governs all potential applications of the brand assets. It describes what’s allowed and what is not, so there is no guesswork about correct brand usage. Consistency is key for building awareness!
“Thanks to Agency McKenna the refreshed approach to our brand shows Clearbrook is caring and compassionate, we enrich the lives of individuals with intellectual and developmental disabilities and help them embrace their potential. The new shape represents the Clearbrook community, our individuals, families, staff, volunteers, donors, and leadership.”
INFORMING AT A GLANCE.
An important part of the brand rollout, the “Who We Are” 1-pager can be given to any constituent – family member, volunteer, donor, community member – to build understanding and engagement.
COMMUNICATING WITH STYLE.
The General, Newsletter and Event E-Blast Template Guides make it easy for staff to use the branding correctly, regardless of the department or target audience. Brand consistency leads to increased brand recognition and trust.