Project Team
Lead: Mark Cloud
Account Exec: Tracey Young
Creative Director: Eric Huber
Web and Graphic Design:
Jeromy Price
Content: Emalie Cockrell
Proof Reading: Jamie Smith
Development: Scarlett Isbell
Technology: Collin Condray
Situation
In 2017, the Arkansas Crisis Center needed an image boost to encourage people in crisis to seek help and reach more volunteers and fundraising partners. Their existing logo was a band-aid with distressed typography. While very memorable and popular, it communicated that the ACC was just a temporary fix and not lasting.
Challenge
To create a bright, vibrant, and hopeful brand image that communicated the truth about the organization: they helped people remove the crisis in their life before it became life-threatening and hopeless. It was also important to encourage and excite those interested in volunteering in a way that wasn’t overwhelming.
Obstacles
In addition to the normal constraints of any project through a nonprofit organization, it was important to ensure a path for success that didn’t strain the budget and buy-in from all key decision makers, including the director and board.
Idea
Through many interviews, a review of the actual statistics, and the goals of the organization, it became apparent that while the goal is to end suicides through education and awareness, the biggest service of the Arkansas Crisis Center was that they helped people who were experiencing a crisis and helped remove the elements of the crisis. By giving people hope, resources, and education, they begin to be able to handle other times of crisis. This, in turn, helps mitigate the desperation of people who may have gotten to the point of ‘no hope’ to those who know how to find hope. The brand, then, becomes bright and optimistic, and by creating a negative space of the center letter ‘C,’ we suggest that the Arkansas Crisis Center helps remove the crisis in people’s lives.
Tactics
Organization logo, business materials (letterhead, envelopes, business cards, name tags), ‘Call for Help’ logo (for sharing across the state), website, social media graphics, educational materials, stickers (for schools), brochures (for outreach), messaging, content, and style guide.
Results
- Not only does the staff and board now have an updated image to aspire to as an organization
- Staff can update the website more easily
- ACC is just beginning its new branding campaign for outreach
Update: September 2024
The Arkansas Crisis Center is no longer using the brand materials created by Blue Zoo Creative, but the work can still be seen below.
Blue Zoo’s rebrand and website for the Arkansas Crisis Center ensures that our mission of restoring hope, empowering people, and saving lives will continue for all Arkansans in crisis. Further, without their help, our vision of Zero Suicides in Arkansas by 2025 would not be possible. On behalf of our callers that now have better access to our services and behalf or our volunteers who save lives every day, we thank Blue Zoo for being our lifesavers!
