Creating a sibling brand and dinner series for a great cause

 

BoysGrow is a KC-based nonprofit that empowers teenage boys by teaching them agricultural, culinary and entrepreneurial skills. The organization was looking for new ways to increase revenues and expand program offerings. And the idea was born to create a laid-back farm-supper series featuring local chefs while benefitting BoysGrow.

 

One of our main goals was to make sure the event didn’t end up feeling like just another benefit. Partnering with Faregrounds, we developed a brand identity that is related to BoysGrow but still stands on its own.

 

We started by crafting a strategy that emphasized the elements at the heart of the supper series — its homegrown nature, dedication to community and intention of creating more opportunities. Next, came the name exploration. After generating multiple options, we landed on Gather & Grow, a name that carries through the strategy and personality of the sibling brand. Working with Faregrounds, we developed a distinct visual identity that was carried out across multiple platforms, including an invitation, website and other event collateral.

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