Anthem Partners With Raphael House to Brighten Futures
03 Juni 2014 - 2:30PM
Marketwired
Anthem Partners With Raphael House to Brighten Futures
Anthem Redesigns Identity and Integrated Communications System
to Reflect Future Vision
SAN FRANCISCO, CA--(Marketwired - Jun 3, 2014) - Anthem, a
global creative agency that actively connects brands with consumers
by amplifying desirability from package design to brand campaign to
drive brand performance, announced today that its San Francisco
office partnered with Raphael House to redesign their identity and
integrated communications system, signaling the organization's
focus on the future.
Raphael House, one of San Francisco's oldest and most respected
shelters for children and families experiencing homelessness in
Northern California, provides an environment of loving support
where families are able to move toward brighter and more hopeful
futures. More importantly, they are committed to helping families
reach and maintain long-term stability by supporting them with the
resources and connections they need to move beyond poverty.
Anthem's brand development work, building on some initial brand
positioning developed by Taproot Foundation, included creating a
new tag line, identity system, marketing collateral system and
website.
"From day one Anthem treated us like a top client and respected
us as key partners in the process. Their integrated approach,
phenomenal design, and thoughtful attention to our history, as well
as our opportunities for the future, resulted in a transformative
identity system that has us positioned for much growth and success
going forward," said Raphael House Executive Director Amanda
Heier.
The new identity represents two interlocking hands, suggesting
the organization's emphasis on community and their approach to
partnering with their families by providing "a hand up" rather than
just a handout. Also subtly visible within the identity is a flame,
which suggests hope and the goal of brighter futures for all
Raphael House families. Their longstanding and well-loved evening
ritual inspired the flame -- each night the children of Raphael
House gather together for bedtime stories, during which, one of the
kids, carrying a candle, then leads all the children to their rooms
for the night, dropping them off one by one.
The new, single-color identity was designed to be simple,
welcoming and flexible, as well as cost-effective for the
organization to implement. Supporting the primary teal colored mark
are alternate identities in bold yet soothing colors inspired by
Raphael House children's artwork hanging throughout the
facility.
"In a time when non-profit organizations are challenged to have
their messages heard, the power of design to connect brands with
people has become absolutely critical to their success. We wanted
to create something that would help this amazing organization move
to the next level, while also paying tribute to their long standing
heritage and well-respected traditions. We wanted to make a
difference for them, just as they do for our community," said
Anthem's Senior Creative Director Carl Mazer.
The new tagline -- "Inspiring Families. Illuminating Hope." --
represents the organization's approach to collaborative
partnerships with their families and their broader aspiration for
the future.
The website design is both bold and inviting, and celebrates
Raphael House children and their families. The navigation is
extremely simple, so the user, whether seeking services, donating,
volunteering, or just desiring to learn more about this amazing
organization, can quickly and easily find what they need.
"Successful design for non-profits relies on a true partnership,
where the design team is truly connected to the cause. Raphael
House is an incredible and vitally important organization. We're
all extremely proud of what we have created together, and it's been
a rewarding and humbling experience for the entire Anthem team,"
commented Anthem's Senior Account Director Bill Larsen.
"We've enjoyed a tremendous relationship with the Anthem team as
we've worked together to update the Raphael House branding. From
day one they've shared our passion for making a difference in the
lives of Bay Area children and families experiencing homelessness,
and we couldn't be happier with our partnership. We look forward to
our ongoing work with Anthem as we continue to expand to meet the
needs of our families," stated Raphael House Board of Directors
Board Chair Kate Smith.
The mission of Raphael House is to help
at-risk children and their parents achieve stable housing and
financial independence, while strengthening family bonds and
personal dignity. Today, Raphael House serves over 300 families
annually. For more information visit:
http://www.raphaelhouse.org
Anthem is a global creative agency that actively
connects brands with people by amplifying desirability creating an
insatiable thirst for brands from package design to brand campaign.
Anthem sells brands to drive brand performance. Anthem is part of
the brand development group of SGK (NYSE: SGK). For more
information visit: http://www.anthemww.com
Bill Larsen Senior Account Director, Anthem (San Francisco)
415.699.1402 Email Contact Jennifer Adams Corporate Media Relations
513.562.3506 Email Contact
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