We launched CP BrandAid – our annual pro bono project – in 2020 during the grimmest days of the pandemic. We hoped that a resource-strapped North Texas charity could find a much-needed lift and brand boost during this difficult time– and we were eager to showcase our world-class positioning and branding skill.
Legacy Counseling Center, a 30-plus year nonprofit dedicated to providing services to HIV clients, was our first client.
Working closely with Legacy staff and senior board members, here is what we did:
- Changed the name to better reflect the full-range of services they provide – from “Legacy Counseling Center” to “Legacy Cares.” (Happily, they were already using the URL legacycares.org.)
- Distilled the services under the organization’s 5 pillars into easily understandable, client-centered “strategy copy”:
Today, being positive is the start of a new journey of learning, care and treatment. Whether you are LGBTQ+ or straight, Legacy is your first call for understanding, compassion and a next-steps plan tailored just for you. From counseling to housing, Legacy provides just-in-time, holistic services that will support your health and independence.
- Identified the perfect tagline that spoke both to their mission and their target audience: “Positive starts here.”
- Designed a new Legacy Cares logo, plus a suite of logos for each of their 5 pillar services: Legacy Grace Project, Legacy Housing, Legacy Homebase, Legacy Counseling and Legacy Cottage.
- Designed the home and top-level pages of the new website.
After the formal launch of the new name, strategy and brand at a fundraiser for donors, Board Chair Shannon Mitchell Percell wrote:
“I just wanted to say that the ‘reveal’ last night was such a success and people are SO EXCITED about the rebranding and Logos!!!! The tag line was very embraced!!! This is such a fresh and exciting time!!! We have raised an amazing amount of money in just the last few weeks with the pending excitement of the reveal!! I cannot thank you all enough and feel so blessed to have been able to be part of the process.”