This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Prophet Delivers Brand Transformation For The Greater Chicago Food Depository

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.

1 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
SYM TRADE IT LAST %CHG

Markets

DOW 18,232.02 -53.72 -0.29%
S&P 500 2,126.06 -4.76 -0.22%
NASDAQ 5,089.3620 -1.4320 -0.03%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs