How well you do depends on
how well you tell your story.
360kids CASE STUDY
Branding a Non-Profit: The Story of 360˚Kids
The brand name and logo are changed to 360˚Kids
to better reflect the organization’s focus on youth in crisis.
A Study In Improvement
This organization provides a variety of social services to the community and was originally known as Pathways for Children, Youth and Families of York Region. There were several other organizations in the area that used the name Pathways and the confusion was hampering efforts to raise funds for a major expansion of their services. The branding process revealed that the organization’s work with youth in crisis was both their core function and the area of their work that the public found most compelling.
The new brand is applied to all corporate identity materials.
The brand had to resonate with the public and the youth the organization was trying to help. Some see homeless youth as responsible for their own fate and not worthy of assistance. The brand had to dispel myths about homeless youth while convincing the public to contribute to an organization that was assisting them. The brand also had to make at-risk youth see the organization as respectful, welcoming and understanding.
The new brand is applied to all corporate identity materials.
The client says:
“ …we receive nothing but tremendous compliments on the brand itself, the look, the colours, and consistency and how that has grown our organization tremendously over the past few years… We are constantly told “we see you everywhere now” so I think the brand is more recognizable as well”.
Lesley Sims, CFRE
Director of Resource Development
360°kids
"We had been Pathways for over 20yrs and were having trouble letting go to move ahead. Blair moved us along and came up with a brilliant name and brand that was cool, clear and spoke to the work we did. 360°kids caught on and we never looked back"
Michael Braithwaite
Former Executive Director of 360°Kids
Now CEO of Raising The Roof