Grace Church Community Center (GCCC) was facing three major challenges. First, it had long outgrown its name and thus was unable to tell its brand story effectively—impeding its mission. Second, GCCC was fighting a deeply entrenched misperception: that Westchester County, New York, one of the nation’s wealthiest, doesn’t have a “needy” population. Yet, homelessness and hunger among a host of other social ills are rampant in Westchester— where over 200,000 members of its diverse citizenry live below the poverty line.
The third challenge was how to rename and rebrand this vital organization most effectively, further complicated by the fact that it offers eight different, critically important programs.
GCCC engaged Penry Creative to first conduct thorough research. Our focus groups with key sectors of the Westchester County community revealed what people think, or thought they knew, about GCCC and the challenges facing their less fortunate, less visible fellow citizens. These sectors ranged from donors to civic and business leaders, GCCC Management and Staff, strategic partners and other groups. Armed with meticulously documented research data, we assisted GCCC to effectively restrategize and reinvigorate its efforts.
Next, working closely with our Client at all levels of management as well as with their Board of Directors, we renamed and re-branded GCCC Lifting Up Westchester.
Then, our task-specific production teams went to work developing a comprehensive re-branding campaign to identify and market the new entity. This included designing a new logo/ID system and implementing it across the full range of media—online, in print and in print collaterals.
Additionally, we scripted, directed and produced two videos—one showcasing Lifting Up Westchester’s brand transition and the other focusing on its programs and services (view videos).
The Lifting Up Westchester brand continues to be well received. Donations and volunteerism are healthy, while perceptions of their important work and value to the whole of Westchester County’s social fabric are more accurate and positive.