CHICAGO, May 21, 2013 /PRNewswire/ -- Prophet, a leading brand and marketing consultancy, has announced a brand repositioning and identity refresh for the Greater Chicago Food Depository, Chicago's food bank. The Greater Chicago Food Depository tapped Prophet to better leverage its brand to mobilize the public to end hunger.
Prophet began a comprehensive brand assessment in 2012, conducting a 500-person survey and more than 50 in-person interviews with constituents. The research quickly confirmed that the Greater Chicago Food Depository is well respected in the community for the work it performs. With over 650 programs and 20,000 volunteers, the Food Depository distributed food to over 678,000 adults and children in 2012 alone. However, its many offerings in soup kitchens, pantries, shelters, children's programs and training led to some communication inconsistencies among key stakeholders. The Food Depository needed a simple, inspiring brand platform and positioning to unite the organization's powerful messages consistently across every brand touch point.
Prophet developed five positioning concepts and tested them with the organization's core audiences to see which resonated and felt most closely aligned to the Food Depository. The strongest themes focused on food as a basic necessity that everyone deserves, a sense of our community and immediate impact or results. "Community Impact Every Day" emerged as the overarching positioning that best represents the Food Depository.
Ultimately, the Greater Chicago Food Depository believes no one should ever go hungry, and exists to provide people with the nutritious food they need to sustain themselves today while delivering the skills and training they need to be self sustaining tomorrow. These guiding principles now unite and drive continuity in the communications and actions across the Food Depository in the communities it serves.To signal this galvanization of purpose, Prophet's design team took a look at the visual identity, which has remained unchanged for over 25 years. A dramatic logo change was not called for; the existing identity possessed strong core equities in its color, shape and its central human figure. The existing symbol was well known and reassuring, so a close-in design exploration aimed to refine and contemporize the identity.