Case Study
Norwescap
Refreshing the brand for a nonprofit fighting poverty in New Jersey
The Challenge
Since 1965, Norwescap has been changing lives for low-income families and individuals in New Jersey. With multiple programs, each with a distinct identity of their own, the organization struggled to appear unified and to stand out in a competitive nonprofit landscape. We stepped on to define, unify, and refresh their brand to be as effective as their community programs.
Our Solutions
Brand Audit
Logo Refresh
Brand Refresh
Visual Refinements
The prior Norwescap logo faced some challenges, including lack of legibility and versatility at small sizes and on colored backgrounds. Because the logo was only a few years old at the time, the organization didn’t want to go through another lengthy redesign — they only wanted to improve what they already had. So we set out to simplify and refine the shape and color treatment of the bird symbol to ensure legibility and consistency. We also adjusted the typography so that the tagline was easy to read at smaller sizes.
Defining a Brand
Norwescap had been investing in people for over 50 years, but found little time to invest in their image. With no consistent guidelines in place, they struggled with recognition in the nonprofit space. We focused on building out a comprehensive, clearly-defined visual brand — how they look, sound, and feel, from photography to type.
Brand Audit
In addition to clarifying the Norwescap logo, we took a deep dive into their current brand messaging. Based on our findings, we developed guidelines to refine their message and define their visual language.
Setting up a System
Norwescap has more than a dozen programs representing its many branches of community outreach. But each program had its own distinct logo, making for a confusing visual language — and not everyone receiving the benefits of those programs realized they were even connected to Norwescap. We set up a system of program logos to provide simplicity and immediate identification with the brand.
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