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Meals on Wheels rolls in fresh identity

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The Minneapolis branding and design firm Duffy & Partners has undertaken a thorough rebranding for the Meals on Wheels organisation in the US; a charitable organisation that provides healthcare, meals and company to elderly citizens who need it most. The new identity hopes to represent the connection felt between the organisation and its patrons, with the M and W of the logo entwined together to represent how Meals on Wheels brings people together. The new branding is rolling out now across all of the sites physical branding and of course via their redesigned website, which was developed by American Eagle.

Duffy & Partners has undertaken a thorough rebranding for the Meals on Wheels organisation in the US

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There are two core versions of the identity; one a featuring the M and W logo in a dark blue circle, and the other a more traditional design featuring the word-mark. A primary colour palette of sky blue, navy blue and green has been devised alongside a secondary palette of pink, yellow, grey and red. A set of easy-to-read icons has been created and the type across the brands either in Bryant Bold, Trade Gothic Regular or Trade Gothic Oblique. A new strap-line has also been devised by D&P that brings together all aspects of what the organisation offers with “Together We can Deliver” replacing the old strap-line “So no senior goes hungry.” This underlines the fact that Meals on Wheels is not just about delivering meals, but is about offering care and support to the elderly.

The branding was informed by robust marketing research and industry insights from Edge Research and strategic messaging developed by The Storybranding Group

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The new branding was informed by robust marketing research and industry insights from Edge Research and strategic messaging developed by the organisation with The Storybranding Group. It's seen as a foundational step in building the capacity needed to serve the growing demand for Meals on Wheels in America, and was designed to more clearly and evocatively convey the organisation as a vital safety net. Ellie Hollander, president and CEO of Meals on Wheels America, said the hope is that “The new brand and messaging conveys the appropriate level of urgency given the growing senior population.” She feels that “Meals on Wheels delivers much more than a meal by also providing the companionship and peace of mind that enable 2.5 million seniors to remain in their own homes, where they want to be.” She adds that “This nationwide movement is made possible through the commitment of thousands of local programs and powered by more than two million volunteers,” and stresses that if they are to meet the demand ahead, they “Need to engage many more in the effort.”

It's seen as a foundational step in building the capacity needed to serve the growing demand for Meals on Wheels in America

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Joe Duffy, creative director at Duffy & Partners, said “This new identity symbolises the power found in people coming together, a forward movement where the wheels of urgency generate an energy that is central to the very essence of the organisation, just as the ‘M’ and ‘W’ are essential to the most beloved and recognised name that Meals and Wheels evokes.” He adds that, in his 30 years in the business, he has “Never been more proud to extend a hand in using the power of design to contribute to the enrichment of lives for so many.” Big words indeed, but then Meals on Wheels is the oldest and largest national organisation, and supports more than 5,000 community-based senior nutrition programs across North America that are dedicated to addressing senior loneliness and hunger.

 

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