Bridging the Communication Gap with Brand Strategy
Turnaround for Children is a New York-based education non-profit that acts as a catalyst for change by addressing the challenges that affect schools facing adversity, particularly those in high-poverty communities. Their approach is uniquely grounded in neuroscience; based on their understanding of how trauma affects the developing brain. In 2014, Turnaround put out a call for a new website. Briteweb gladly accepted Turnaround’s invitation to submit a proposal, but quickly realized that they needed much more than a new website.
More Than a Website
Turnaround’s website was in need of an overhaul, but beyond that, the organization needed to be clear about how they were communicating who they are. Turnaround was led by scientists who spoke like scientists; their copy was academic and inaccessible to many of the audiences they most needed to reach. Visually, their brand was playful and childlike; their imagery, typography, and color palette suggested that they worked directly with children rather than educators and administrators.
After an extensive audit and strategy workshops, we unearthed their existing brand, and created a brand strategy — including personality, voice and look and feel — that differentiates Turnaround in a saturated educational non-profit space.
Before & After
Realizing the Full Potential of a Project
Briteweb is a dedicated, tireless, imaginative team that helps organizations realize the full potential of a project, reaching far past all expectations. Working with Briteweb to develop our new brand has played an important role in helping Turnaround for Children synthesize our identity as an organization – both how we understand ourselves and communicate this identity to the world. They helped uncover the heart, soul and brain of Turnaround by connecting with people inside of our organization, outside of it, our champions and even our hesitant champions. Briteweb helped us to embrace and believe in the brand identity that we have today. Since the launch of our new brand and website, I have often been hearing, “this new brand is just killing it.”
— Pamela Cantor, President and CEO