Illinois Action For Children
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.
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.
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.
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.
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.
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.