THE ASK //

Second Harvest Heartland is one of the nation’s largest food banks. Side-by-side with local food shelves, restaurants, partner agencies and supporters, Second Harvest Heartland work tirelessly to source and distribute healthy food where it’s needed most. With their community of generous donors, volunteers, and advocates they are the engine that fuels hunger relief across the midwest region with efficiency, innovation and scale.

Connect the brand heritage to everything coming next, ensuring the brand is articulated in a way that represents who the brand is and its role in the modern world.

Revitalize the brand with a greater sense of impact, community, optimism, inclusivity, and modernity that is consistent and inspiring through the use of color, typography, photography, logo and asset updates.

DESIGN OBJECTIVES & SUCCESS CRITERIA

Revitalize the holistic Second Harvest Heartland brand experience to activate the newly developed brand positioning through design assets and communication.

Hunger is a problem that Second Harvest Heartland is committed to solving. With their brand communications, they aim to make people feel informed, encouraged and empowered to join the hunger fight.

PROJECT EXPERIENCE //

• Led the art direction and creative development for the Second Harvest Heartland brand refresh and new brand guidelines.

• Established visual systems and guides for illustration style, photography style, brand font usage, logo usage, communication guides, and color naming systems to maintain a consistent brand look and feel.

• Executed the creative direction of multiple brand touch points including vehicle wraps, mass produced newsletters and annual reports, digital assets, email campaigns, social assets, interior and exterior signage, large-scale interactive murals, campaign art direction, event assets, internal team templates, and more.

• Collaborated with internal cross-functional teams on language and brand mission.

• Managed print set up and execution across all touch points.