Soles4Souls
Creating a unifying rally cry
Problem:
Soles4Souls, like many non-profits, started with a single minded proposition to give donated shoes to people who needed them most. But as their successes multiplied – so did their mission; moving from just shoes, to shoes and clothes, global travel experiences, and creating micro-enterprises all designed to break the cycle of poverty. So how to unify the activities that had previously been so foot-focused?
Solution:
Working in collaboration with Hannah Lovell, our identity leverages the ‘4’ of the name and asks “What are you 4?” Now the organization can be 4 whatever they choose to be 4 and can continue in their missions as they see new opportunities to solve their larger mission of breaking the cycle of poverty – without having to shoe-horn in a foot if you will pardon the pun!
The identity moves the brand from earnest to vibrant, youthful, energetic and fun. Some of their most engaged advocates are younger adults that are regularly creating shoe drives and traveling on the enriching global experiences – so we wanted to create a brand that appealed to them and echoed their purpose “using the power of people to unleash good into the world”.
“James worked with us at Soles4Souls to create a new brand identity. He was truly collaborative and helped us take the ideas that we had and bring them to fruition. Everything was done in a timely manner and on schedule. I couldn’t have asked for a better collaboration.”
