Non Profit Branding + Advertising Campaign for NYC Kids Rise

Project Team

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Jessie Wick

Operations

Qadir El-Amin

Design

Sophie Roberts

Writing

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Jessie Wick

Operations

Qadir El-Amin

Design

Sophie Roberts

Writing

We created the nonprofit branding, materials, and website for NYC Kids Rise, which works to expand economic opportunity for all families within NYC through helping them save for college. Their pilot audience is perhaps the most diverse on the planet: the families within District 30 in Queens, New York.

Working closely with the nonprofit staff and families, we led several brand workshops and focus groups to build the brand and messaging together. Because of this collaboration, we were able to create a brand that is unified, responsive, and inspiring. We designed all materials in ten languages, and we built the website to flawlessly handle any of the 110 languages supported via Google Translate.

A COLLABORATIVE PROCESS

From the beginning of the process, we involved our client, their stakeholders, and families within District 30. Through several brand workshops and parent discussions (each done in three languages), we generated our ideas and refined the visuals and messaging. Several brand strategies came from these conversations, including the final color palette, tagline, and photography style.

MULTILINGUAL DESIGN

We designed every printed piece of the nonprofit branding in ten languages, including Spanish, Haitian Creole, Korean, Arabic, and Urdu. We also provided messaging direction and strategy, helping the nonprofit’s complex goals stay engaging and understandable across their diverse audiences.

MULTILINGUAL RESPONSIVE WEBSITE

The website flawlessly transitions between the 110 languages offered via Google Translate, adapting custom CSS for each localization in conjunction with careful responsive web typography. We built the site following a mobile-first strategy, meaning that all our design choices look flawless on mobile phones.

VIDEO AND PHOTOGRAPHY

In shooting the imagery for the nonprofit branding and campaign, we chose to feature local families from District 30. We also wrote, designed, and produced the introductory video concept, in which parents tell the story of the nonprofit.

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