Project Description

Home/Illinois Action for Children

Illinois Action For Children

OUR CHALLENGE.

Illinois Action for Children (IAFC) is a multi-faceted organization with a range of programs designed to make quality childcare and early education accessible to all families. Although the organization had significant impact through its programs and advocacy work, it had difficulty sharing its story and communicating its value to the larger community.

With its 50-year anniversary around the corner, IAFC engaged Agency McKenna to grow its brand with an updated identity, messaging strategy and new messaging platform.

IAFC Time Takes Heart
IAFC Fundraising Takes Heart

OUR SOLUTION.

After conducting extensive research with internal and external stakeholders, we synthesized the insights into a positioning strategy that steered development of IAFC’s branding assets.

IAFC Teaching Takes Heart
IAFC Grandmothers Take Heart
IAFC Families Take Heart

CREATING A REINVIGORATED BRAND.

The new brand identity tells a powerful story. The logo features the IAFC “star” as the connection between families with children and quality community resources. IAFC is an authority and leading agent for change.

IAFC Main Tagline

WRITING A POWERFUL TAGLINE.

IAFC leads through action. The tagline captures IAFC’s mission, positions IAFC as a leader and conveys its strength within the community.

SUB-BRANDS.

We created a system of sub-brands easily identifiable as part of IAFC’s master brand. We used the heart shape and complementary color palettes to strengthen the connection to IAFC. Diversity and inclusion were key concepts in the logo development.

THE POWER OF VIDEO.

Agency McKenna developed a splash video that unveiled the new branding at IAFC’s biggest fundraiser, “A Night to Shine,” and the start of its 50th Anniversary.

IAFC Teaser Campaign

CREATING A TEASER CAMPAIGN.

Rolling out a new brand requires a steady hand to build anticipation. We created a teaser campaign that slowly revealed the new identity to IAFC’s 500 employees over the course of a month.

  • IAFC Email Teaser
  • IAFC Email Teaser 2
  • IAFC Email Teaser 3
  • IAFC Email Teaser 4

ESTABLISHING STAFF ADOPTION.

Change management starts with staff adoption. Connecting staff to the new identity and telling the IAFC story, our brand adoption program included a group activity around the “IAFC Takes Heart” theme.

Previous work

OUR SERVICES.

Brand Strategy | Competitive Analysis | Communications Audit | Stakeholder Interviews | Brand Survey | Brand Identity

Tagline | Messaging Platform | Internal Engagement | Email Marketing | Web Video

Next Work