Anthem Redesigns Identity And Integrated Communications System For Raphael House
Wednesday, June 04, 2014
Press release from the issuing company
SAN FRANCISCO - Anthem, a global creative agency that actively connects brands with consumers by amplifying desirability from package design to brand campaign to drive brand performance, announced today that its San Francisco office partnered with Raphael House to redesign their identity and integrated communications system, signaling the organization’s focus on the future.
Raphael House, one of San Francisco’s oldest and most respected shelters for children and families experiencing homelessness in Northern California, provides an environment of loving support where families are able to move toward brighter and more hopeful futures. More importantly, they are committed to helping families reach and maintain long-term stability by supporting them with the resources and connections they need to move beyond poverty.
Anthem’s brand development work, building on some initial brand positioning developed by Taproot Foundation, included creating a new tag line, identity system, marketing collateral system and website.
“From day one Anthem treated us like a top client and respected us as key partners in the process. Their integrated approach, phenomenal design, and thoughtful attention to our history, as well as our opportunities for the future, resulted in a transformative identity system that has us positioned for much growth and success going forward,” said Raphael House Executive Director Amanda Heier.
The new identity represents two interlocking hands, suggesting the organization’s emphasis on community and their approach to partnering with their families by providing ”a hand up” rather than just a handout. Also subtly visible within the identity is a flame, which suggests hope and the goal of brighter futures for all Raphael House families. Their longstanding and well-loved evening ritual inspired the flame — each night the children of Raphael House gather together for bedtime stories, during which, one of the kids, carrying a candle, then leads all the children to their rooms for the night, dropping them off one by one.
The new, single-color identity was designed to be simple, welcoming and flexible, as well as cost-effective for the organization to implement. Supporting the primary teal colored mark are alternate identities in bold yet soothing colors inspired by Raphael House children’s artwork hanging throughout the facility.
“In a time when non-profit organizations are challenged to have their messages heard, the power of design to connect brands with people has become absolutely critical to their success. We wanted to create something that would help this amazing organization move to the next level, while also paying tribute to their long standing heritage and well-respected traditions. We wanted to make a difference for them, just as they do for our community,” said Anthem’s Senior Creative Director Carl Mazer.
The new tagline – "Inspiring Families. Illuminating Hope." – represents the organization’s approach to collaborative partnerships with their families and their broader aspiration for the future.
The website design is both bold and inviting, and celebrates Raphael House children and their families. The navigation is extremely simple, so the user, whether seeking services, donating, volunteering, or just desiring to learn more about this amazing organization, can quickly and easily find what they need.
“Successful design for non-profits relies on a true partnership, where the design team is truly connected to the cause. Raphael House is an incredible and vitally important organization. We’re all extremely proud of what we have created together, and it’s been a rewarding and humbling experience for the entire Anthem team,” commented Anthem’s Senior Account Director Bill Larsen.
“We’ve enjoyed a tremendous relationship with the Anthem team as we’ve worked together to update the Raphael House branding. From day one they’ve shared our passion for making a difference in the lives of Bay Area children and families experiencing homelessness, and we couldn’t be happier with our partnership. We look forward to our ongoing work with Anthem as we continue to expand to meet the needs of our families,” stated Raphael House Board of Directors Board Chair Kate Smith.
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