Blanchet House
Brand Strategy
THE CHALLENGE
Give a complete brand refresh to a historic Portland non-profit
For 70 years, Blanchet House has offered free meals to anyone in need. As a pro-bono project, we overhauled the brand positioning–creating an origin story, a roadmap of where the organization was headed, a total revamp of brand character, and design guidelines for a website revamp. Leading the charge, I worked with the client to create a brand story, character, and copy guidelines, and collaborated with the creative team on a new look and feel.
THE INSIGHT
More than meal service
Blanchet House is a pillar of the Portland community, and they do so much more than meal service—they also offer rehabilitation programs and social services. We needed to tell that story, while maintaining the main ethos of the Blanchet House brand.
THE RESULT
A new identity for a vital organization
Through a complete brand foundation exercise, we rebuilt the brand from scratch, while defining the core services that make Blanchet House an invaluable contributor to Portland’s most vulnerable population. The brand relaunched at its 70th-anniversary celebration, bringing in more donations and contributions than ever before.
After creating a brand foundation to help both old and new employees understand the origins and meaning of Blanchet House, we developed a brand and visual character that represented the positive attributes of the Blanchet House experience.
Finally, we overhauled the look and feel of Blanchet House to better represent the open, accessible, friendly visual identity, using a logo with a nod to a home, vibrant colors, and warm typography.
Work in collaboration with INDUSTRY