In a city brimming with dynamic change, the Office of Community Empowerment & Opportunity (CEO) at the heart of Philadelphia stands as a vital force for equitable progress. When tasked with revitalizing their visual identity and marketing strategy, they entrusted Creative Repute to guide their evolution. This collaboration resulted in a multifaceted transformation, encompassing a refined style guide, impactful design materials, and a strategic roadmap for their future.
The CEO had recently undergone a significant merger, necessitating a reevaluation of its identity and path forward. Effective July 1, 2023, the programs and staff of the Office of Civic Engagement and Volunteer Service (OCEVS) and Philly Counts became part of the Office of Community Empowerment and Opportunity (CEO).
In January 2023, the organizations began a process to incorporate the work of the Philly Counts (PC) program and OCEVS into CEO’s organizational structure and work. The merger allowed the teams to bring together their existing programs and expertise to better achieve economic justice for all Philadelphians.
This fusion presented both possibilities and challenges, requiring a clear articulation of their new mission and a strategic roadmap to guide them through the integration process. Our collaboration with the CEO delved beyond aesthetics, tackling the core of their purpose and charting a course for future success.
Through collaborative brainstorming and open dialogues, we explored the combined strengths and aspirations of the newly united entity. This deep dive illuminated the need to forge a unified identity that embraced the legacy of both sides while charting a fresh course for the future. This involved not only refining their visual language but also defining a concise and compelling mission statement that captured their unwavering commitment to lifting Philadelphia’s communities. The marketing and strategy report served as the culmination of this collaborative effort, offering a tangible blueprint for navigating the post-merger landscape and realizing their collective vision.
By providing a clear sense of direction and a practical roadmap for implementation, our work with the CEO empowered them to confidently embrace the next chapter. This transformation transcended aesthetics, laying the foundation for a united and impactful force for positive change in Philadelphia.
Understanding the Needs, Cultivating Solutions:
Our journey began with in-depth discovery sessions. Through open dialogue, we delved into the CEO’s objectives, aspirations, and target audiences. This collaborative exploration unearthed the need to refine their visual language, elevate program identities, and develop a comprehensive marketing strategy that aligned with their post-merger vision.
Annual Report & Policy Agenda:
After the discovery sessions, the initial phase of the project saw the creation of an annual report and a policy agenda design. Adhering to CEO’s existing logo, blue brand color, and font preferences, Creative Repute infused a fresh perspective, breathing new life into these crucial documents. The styling of the new document then transformed into a new Style Guide for CEO. The challenge was not only to convey information but to do so in a way that captivates and engages the audience. By balancing aesthetic appeal with informative content, the team successfully delivered materials that reflected CEO’s commitment to transparency, accountability, and community well-being.
Enhancing with a Fresh Eye:
Next came the revitalization of CEO’s existing style guide. While respecting the established foundation and City’s existing design standards, we injected a fresh aesthetic, ensuring consistency across communications while breathing new life into their visual identity. This refresh infused each initiative with its own vibrant color, meticulously chosen to pair well with CEO’s primary color palette. These bold hues weren’t just eye-catching; they resonated with the initiative’s essence, like the cool, invigorating teal representing the forward-thinking approach of BenePhilly. Yet, each color seamlessly harmonized with the iconic Philly Blue, fostering a sense of unity and belonging beneath the wider CEO umbrella.
Sleek, contemporary typefaces were suggested, their bold lines whispering sophistication while web-safe forms and meticulous kerning ensured universal legibility. This attention to detail paved the way for seamless brand interaction across every screen and platform. Photography, too, received a refresh, shedding its static pose for narratives woven from authentic moments. Vibrant, candid shots captured the diverse fabric of Philadelphia’s communities, showcasing real people engaged in the initiatives they empowered. The result was a cohesive and contemporary brand framework that resonated with the city’s dynamic spirit. By following these photography guidelines, CEO can curate a visual library that bursts with real-life energy, fosters emotional connection with its audience, and celebrates the vibrant diversity of Philadelphia’s communities.
BenePhilly: A Beacon of Light:
Building on this momentum, the focus then shifted to one of CEO’s flagship programs – BenePhilly; a vital service within the CEO umbrella, that extends a helping hand to Philadelphia residents with the aim of lifting them out of poverty by providing access to certain benefits. The logo elements not only needed to be visually striking but also had to encapsulate the essence of BenePhilly’s mission to provide essential services and resources to Philadelphia’s residents. Seeking to evoke inclusivity, community, and empowerment, Creative Repute chose the familiar Philly skyline as the centerpiece of BenePhilly’s logo, its silhouette encompassing the diverse populations and the program’s unwavering commitment to lifting individuals and communities to new heights.
A Roadmap for Impact: The Marketing and Strategy Report
The marketing and strategy report was a dynamic roadmap for the CEO’s post-merger journey. It served as a compass, guiding them through the complex landscape of community engagement with laser precision.
Here’s how the report empowered the CEO to navigate this exciting new chapter:
The result? A blueprint for amplified impact, fostering deeper community connections and driving positive change. This report is a powerful tool for the CEO to take ownership of their mission, engage their communities, and leave an indelible mark on Philadelphia.
Beyond Design, Cultivating Impact:
Throughout this creative odyssey, the commitment of Creative Repute went beyond the realm of design. It evolved into a partnership rooted in a shared vision of community empowerment and positive transformation. The success of the project wasn’t solely measured by the creation of visually stunning materials but by the potential for these materials to serve as catalysts for change, engagement, and empowerment.
The collaboration between Creative Repute and CEO, (City of Philadelphia’s Office of Community, Empowerment & Opportunity), exemplifies the transformative power of design in fostering positive community impact. The revitalized visual identity, strategic marketing approach, and cohesive branding collectively position CEO for a future where their initiatives resonate widely, leaving an indelible mark on the City of Brotherly Love. This project is not just a portfolio addition; it’s a testament to the profound impact that thoughtful design can have on community-driven organizations with a vision for a better future.
Empowering the Community: A Path to Collective Flourishing
The tools we’ve provided to the CEO are springboards for active engagement. Our recommendations revolve around these key actionable steps:
Community empowerment isn’t a destination; it’s a journey. This vibrant tapestry of Philadelphia faces challenges, from food insecurity to limited access to healthcare and economic opportunities. By nurturing collaboration, amplifying voices, and celebrating progress, the CEO, armed with the tools we’ve provided, can become a catalyst for collective flourishing, ensuring every thread in this city’s diverse fabric shines with its own unique brilliance.