Big Brothers Big Sisters: Design from the inside out.

When it comes to building modern brands, we believe the best are built around a core belief—what we call the red thread. Unearthing such a unifying idea can lead to a brand’s best possible future, a strategy that guided our work for America’s oldest + largest youth mentorship organization.

Challenge

We needed to revive the image of this organization for a modern audience, to define its rallying cry and to design around this idea. We also wanted to incorporate input for the people who would ultimately live out this idea.

Modern Consumer Insight

Research showed that Big Brothers Big Sisters of America was not connecting with younger, prospective mentors—Bigs—or adequately conveying the urgency of the organization’s mission.

Solution

Rallying behind a newly developed red thread, Together, We Are Defenders of Potential, the organization left behind its logo and prominent purple to embrace an entirely different look: new logo, new colors, new messaging, all designed with input from the Big Brothers Big Sisters affiliate network, key stakeholders and Littles.

Results

5
months of digging deep into the data.
48
agency leaders nationwide assembled for intensive branding workshop.
80
Iinterviews with Bigs, Littles, match support specialists, board members, donors and guardians.