THE ASK //

Originally called Minnesota Central Kitchen, our meals program launched in March 2020 as a crisis inspired initiative to rescue food, re-employ furloughed restaurant workers, and get urgently needed meals to a growing community of people facing hunger. The program became Kitchen Coalition in January 2023 to better represent the program’s partners, mission and food bank expansion to new geographies. I was hired to art direct and execute all brand assets for a successful national launch of this new brand, in partnership with Second Harvest Heartland.

Kitchen Coalition serves up culturally connected, freshly prepared meals and a whole new way to fight hunger. We know that not everyone facing hunger has the home, health, or ability to use the groceries our food bank offers. So, we’ve built a network of local restaurants and caterers who turn food bank ingredients into nutritious, freshly prepared meals. Then, trusted nonprofits get those meals to neighbors on a predictable schedule.

It’s a triple win for the community. Food is rescued from going to waste, restaurants and caterers keep employees working and paid during downtimes and neighbors are fed. The power is in the partnerships, with everyone contributing their talents, operations and food to make things better for the entire community.

For far too many people facing hunger, receiving food only solves part of the problem. Kitchen Coalition chefs cook for neighbors who may not have the home, health or ability to cook the groceries our food bank offers. This includes individuals and families with inconsistent access to a kitchen, people with challenges caused by physical mobility issues or illness, or those who are managing a crisis, challenge or time of transition.

DESIGN OBJECTIVES & SUCCESS CRITERIA

Revitalize the brand with a cohesive sense of impact, connection, empathy, creativity, optimism and disruption through the use of color, typography, photography, and logo updates.

PROJECT EXPERIENCE //

• Art Directed and led the in-house creative development for all Kitchen Coalition brand assets for local and national brand launch including brand mark extension for launch partners, template development for sales and marketing, social media assets, email campaigns, direct mailers, product swag, infographics, one-pagers, launch event set up pieces, and beyond (100+ touchpoints).

• Managed a team of designers in collaboration of design execution to maintain cohesiveness in brand voice and visuals.

• Developed rapid fire concepts and guidelines to ensure timely delivery of brand launch.

• Collaborated with project management and design team on print quality and production of physical pieces.