jody crystal karg | strategist
Building a Community and Refreshed Brand Identity for Local NYC Nonprofit Harlem Mothers S.A.V.E.
Led strategy and project management on a 7-person team to build a refreshed brand identity and integrated campaign for a local New York City nonprofit working to prevent gun violence
THE BRIEF:
1
Create a
new visual
brand identity
2
Develop an
integrated marketing
communications campaign
I started my process by distilling the information provided by the client to understand what mattered most and what challenges the organization was facing.
They are misunderstood.
“We have trouble getting our name out there. It's out there, but people don't understand what we truly do."
They want to grow beyond Harlem.
"We want to grow into a peer to peer organization in each borough."
Community based organization, but they need more support.
“Community... Community... Community...”
Primary Research: New Yorkers Focus Group December 2022
Awareness was a big [BARRIER] Harlem Mothers S.A.V.E was facing - both in terms of top-of-mind awareness and understanding what the organization does. The
first step in breaking down this [BARRIER] was with a refreshed brand identity.
1
Brand Identity
Harlem Mothers S.A.V.E. (Stop Another Violent End) was originally led by founder Jackie Rowe-Adams and a core group of mothers. But in recent years, the organization began to grow with a number of fathers joining as well. As a result, Harlem Mothers S.A.V.E. had recently started calling itself Harlem Mothers & Fathers S.A.V.E, but the group was inconsistent with which name or logo was used in marketing materials.
Yet, the name change further pushed the belief that the group was just for parents who had lost children to gun violence - a point that the client had touched on.
With community a core part of Harlem Mothers S.A.V.E.'s identity, we inserted it as a focal point of the new logo. A key component of the refreshed branding was keeping the name as "Harlem Mothers S.A.V.E." to build upon the identity the organization had spent over a decade building and support the concept that this organization wasn't just for grieving mothers and fathers.
Color palette, brand voice, typefaces, graphic devices, use of photography, and logo variations were also provided.
2
Integrated Campaign
I dug into research focused on our target, Millennials across New York City, to understand the barrier limiting support of Harlem Mothers S.A.V.E. within the broader New York community, not just with Harlem residents.
RESEARCH REVEALED:
73%
say they are interested in being part of a community that cares about one another and that works to make the neighborhood safer
YET
They don't think they have the power to effect change and see safety issues as "out of our hands"
Primary Research: New Yorkers Quantitative Survey December 2022:
I uncovered that New Yorkers undermine their own quality of life by failing to take action to improve their community, because they don't realize they already have what it takes to make a difference.
The [BARRIER] was the consumer perception that they couldn't make a difference regarding gun violence issues.
To break down this [BARRIER], we created a campaign to show them the reality of the situation: that they already have what it takes to join the community and make a difference.
Introducing... The Mother in You
“… We believe you already have what it takes to be part of our community. We believe in that mother in you who cares. That mother in you who nurtures. Who fights for their beliefs. Who is not afraid to face gun voice. Who wants to heal New York City. Harlem Mothers S.A.V.E. Transcending any gender, age, race, or location. It’s about what a mother represents, it’s the mother in you.”
MANIFESTO
Collaborators
Jody Karg, Strategist & Project Manager
Ariadne Rosales, Management Lead
Andrew Page, Public Relations & Strategy Support
Annanya George, Producer
Feygens Saint-Joy, Media Planner
Ingrid Ramos, Copywriter
Jaymie Lunt, Art Director