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Name changes can be hard on
organizations. When the Crippled
Children's Society became
AbilityFirst, the nonprofit went from
being one of the most-recognized
charities in Los Angeles to an
organization that nobody had ever
heard of. The transition was rocky
— and brand awareness was
plunging.
One of the board members was
familiar with FreeAssociates and
suggested their communications
director talk to us.
When we audited their materials, we
found tremendous inconsistency in
the way their new brand had been
implemented. Nothing matched.
And there was no method in place
to ensure that the AbilityFirst brand
was applied the same way by all
their many Centers, or even by the
corporate communications people
themselves.
Our first task was to develop a Style
Guide. Our second was to apply
those principles to a set of exciting >> |
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new communications
materials including the
website, annual report,
capabilities brochure,
support materials for
their Centers, signage,
advertsing and
ultimately the launch of
AbilityFirst magazine.
The result: AbilityFirst's
name recognition has
been growing. The
internal public relations
staff has worked hard
to build awareness,
and the consistent and
eye-catching marketing
tools have helped them
reinforce their brand at
every turn. People see
their vans and delivery
trucks all over Southern
California, and associate
the new name with the
centers themselves.
And those, in turn, are
beacons for the stellar
work the organization
does for kids and adults
with developmental
disabilities. From Down
syndrome to cerebral palsy to the >> |
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rapidly-growing population of children with autism,
AbilityFirst provides education, housing, vocational training
and other forms of support without which many families would
be devastated.
We love partnering with AbilityFirst, and watching our work
help them grow as more families benefit from their dedication
and expertise. |
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