Lead Forensics

from the
inside out.

Big Brothers Big Sisters: Rebrand and design system.

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 and largest youth mentorship organization.

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.


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.


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.


American Advertising Federation, Kansas City—Gold Addy Award, Public Service Brand Elements



Months of digging deep into the data


Agency leaders nationwide assembled for intensive branding workshop


Interviews with Bigs, Littles, match support specialists, board members, donors and guardians