Birmingham Jumpstart

Giving back through the gift of branding.

Many nonprofit organizations don’t have the resources, time, or staff to handle branding and/or marketing needs successfully. To that end, the Rhodes Branding team decided to put a twist on Giving Tuesday and offer a free rebrand to a deserving nonprofit organization.

On Giving Tuesday 2020, a call for applications was put out for “Branding for Good” on social media and through a news release sent to the media. The nonprofits could submit their information for a chance to receive a branding package that included a new logo, website, and branded merchandise. After receiving the applications, the Rhodes Branding team held a session to review each applicant and select the winner based on organization size, the mission and the need for branded materials. In the end, Birmingham Jumpstart, an organization that focuses on literacy in Birmingham, Ala., was selected.

As a team, we determined “Branding for Good” would serve as an appropriate name for what we wanted to accomplish. Our associate creative director developed a standalone identity for the campaign in the Rhodes Branding color scheme, and we began to promote it on social media in addition to reaching out to local, regional, and national media. We developed a landing page for nonprofit organizations to easily access the application and submit their information.

Our design developed and designed a unique logo that would stand out. Using the red from their original logo and adding the deep purple, the new Birmingham Jumpstart visual identity came together.

For the website, we knew we had to provide them with something simple, not only for the people who would be editing it on the backend but also for those who would be utilizing it on the front end. Birmingham Jumpstart’s audience is people who don’t have the level of education that many people in their age range do, so we made sure to only include pages that were absolutely necessary to ensure the user experience was optimal.