2008 Finalists | Non-Profit category

Brighter Beginnings

Brighter Beginnings (formerly The Perinatal Council) changed their name and their agency identity in September 2007.  Coinciding with the identity change which included logo, stationery, web site, newsletter and brochures, the agency changed its messaging to more accurately reflect the breadth of services and the clients it serves.  The new finger-paint logo with a tag line of Every Family Matters represents the hope that the agency provides each year for over 2200 low-income and extremely vulnerable families in Alameda and Contra Costa Counties.

The new identity led to a 40% increase in participation for their holiday Adopt-A-Family 2007 program, and doubled the response rate (4%) of direct mail appeals (September and December 2007).  An auxiliary (Friends of Brighter Beginnings) started in November 2007 with over 60 members to date.  The name change and identity work has placed this nonprofit on track to developing loyal donors and a secure future.

The de Young Museum

Founded in 1895 in San Francisco’s Golden Gate Park, the de Young Museum, part of the Fine Arts Museums of San Francisco, is an integral part of the cultural fabric of the city and a cherished destination for millions of residents and visitors to the region for over 100 years.

In 2005, the de Young reopened in a new facility that integrates art, architecture, and the natural landscape in one multi-faceted destination that inspires audiences from around the world.  Swiss architects Herzog & de Meuron and Fong & Chang Architects in San Francisco designed a landmark art museum to showcase its priceless collections of American and contemporary art, international textiles and costumes, and art from the Americas, the Pacific and Africa.

The year of the de Young’s reopening, attendance was at a record high with 1.2 million visitors. Understanding attendance would drop off after 12 to 18 months; the Fine Arts Museums of San Francisco contracted Iron Creative Communications to counteract the natural decline that occurs after such a huge opening.  Their charge was to establish the museum’s identity beyond the architecture and execute new creative bringing the de Young’s collection – and brand – new buzz.

Yosemite National Institutes

Yosemite National Institutes is dedicated to teaching environmental education in nature's classroom to inspire a personal connection to the natural world and responsible actions to sustain it. With three campuses in California and Washington national parks, they provide environmental education for schools and individuals. Headlands Institute and Olympic Park Institute also rent facilities for meetings and retreats, which helps support scholarships.   

Founded in 1971, their programs were based on a cohesive educational philosophy. However, their marketing was so divergent that their core program had more than 20 formal names. The national office worked with the three campuses to develop a brand that would resonate throughout the organization. They designed brochure templates and a website with large landscape photos to highlight each National Park; close-up shots of people interacting with nature; and textured shots to evoke a tactile experience. These principles built a cohesive look while highlighting each campus' uniqueness.

For more information, visit www.yni.org.