The country’s oldest and largest youth mentoring organization needed a new identity for its next 100 years.
Facing stagnating community engagement and declining recruitment of younger male mentors, Big Brothers Big Sisters needed a change. Fueled by the foundational belief that incredible potential is inherent in every young person, our team got to work. Beyond a color and logo change (which were definite musts), we rolled out new positioning, overhauled brand language and infused some much-needed swagger into this incredible brand.
Our new branding opened the door for next-level brand partnerships, like teaming up with the NFL to help draft more Bigs.
My role: brand development, brand guide, language training for agencies nationwide, launch campaign, NFL partnership design lead, ongoing brand support