The community impact of feeding people.
Since the 1970s Caring Ministries has been providing food to neighborhood communities around Tucson. Their work was always quiet, and few people knew they existed. Despite their tireless efforts and huge distribution footprint, the hunger crisis continues to grow.
Driven to provide the most basic human need, food, Caring knew they required help. They needed to find others in the community to rally with them, and to show the world who they are.
People know about food banks, but often have no understanding of how food is distributed throughout cities. This is where Caring fits. They get food into the hands of people, through partnerships with schools, churches, and community centers. They use trucks, warehouses, and lots of manpower.
We began with strategy. After decades of organic growth, the mission purpose had become difficult to explain. Using a curriculum developed at OpenForm we interviewed staff and community and used their own words to bring out their core identity.
Through research, ideation, and iteration we created a new visual identity, which is crisp, bold, matter-of-fact, and personable. It portrays an organization you can trust. The imagery is approachable and tells the story of their work and impact. These components became the foundation for a new website.
Combining a new communication strategy, fresh visual identity, and rich imagery, the website elevated their presence and serves as an important tool for education, outreach, and fundraising . We created a platform for their story to standout and for people to get involved.