Crowley Foundation
The Crowley Foundation came to us because they wanted to reinvent their brand and image. As a nonprofit, they needed to appeal to both the community they are involved in--"the streets"-- as well as to established grant providers and businesses.
Old Logo
This logo conveys a sense of legacy and tradition. While that made sense to establish credibility at first, now it doesn't fit their vision of "fresh" and "active in the streets." Also, the form factor and # of elements limits the ways it could be applied on marketing materials.
New Logo
The new design intergrates the important elements from the previous logo and it emphasizes the reef. Plus, the rough texture and boldness of the text creates a statement that can be easily applied to marketing materials such as clothing.
#NewHeights Campaign
Knowing that the Crowley's had an aviation workshop scheduled, we proposed to launch the new brand around this event and to promote the event as the #NewHeights campaign. On the one hand, "New Heights" promotes the idea of flight for the aviation workshop, but on the other, the slogan connotes the new look and branding style of the Crowley Foundation as "new" and "elevated."
Event Flyer
The flyer features the integration of the new logo and all subsequent design is built around the new logo's texture and color. This establishes a consistent look for the "NewHeights" Crowley Foundation, thus begins the branding process.
Crowdfunding & Recruiting in One Video:
The New Heights Sizzle
The sizzle video (15secs) is delivered the client before the official video is complete so the client can post it to their social media channels and generate anticipation for the official video.
The New Heights Full Video
In this video we tried to capture the depth that the Crowley Foundation goes to offer legitimate and fruitful career opportunities as well as the pure excitement these kids have for this opportunity.
