The community impact of feeding people and souls.
Since the 1970s Caring Ministries has been providing food to neighborhood communities around Tucson. Their work was always quiet and without boasting, resulting in few people knowing they existed. Despite their tireless efforts and huge distribution footprint in our city, the hunger crisis continues to grow.
Driven to provide the most basic human need, food, Caring knew they needed to get more help. They needed to find others in the community to rally with them. They needed to show the world who they are, what they do, and why it matters. They needed to tell their story.
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 man power. Caring does logistics for hunger.
We began with strategy. After decades of organic growth, the mission purpose had become difficult to explain. Using a curriculum developed at OpenForm we explored who they are, what they do, and why it matters. We interviewed staff and community, exploring their own words to discover their core identity.
With a clear identity system in place, we began to explore the visual representation of their brand. Through research, ideation, and iteration we created a new visual identity for Caring Ministries and captured new photographic imagery. The new identity is crisp, bold, matter of fact, but personable. It portrays an organization you can trust and rely on. The imagery is approachable and tells the story of their work and impact. These two components became the foundation for a new website.
To show the world Caring Ministries, we designed and developed a new website. Combining a new communication strategy, fresh visual identity, and rich imagery, the website simply needed to elevate the reality of who Caring is. We created a platform for their story to standout and for people to get involved. The website design is not conspicuous, instead it serves humbly, and effectively, allowing the mission and people to shine.
The outcome is a clean and effective website that tells their story and attracts new partners. The new web presence has already garnered admiration across the state for its trustworthy presentation, and is a model for others in food distribution.