Vitamin Angels (VA) is a non-profit organization dedicated to providing lifesaving vitamins to undernourished children in nearly 50 countries around the world. Five years ago, they approached us in need of a new visual identity. Upon initial research, we quickly learned VA’s work was not the easiest thing to communicate. Vitamins are technical in nature and US culture (where VA fundraises) doesn’t necessarily associate them as a matter of life or death – which is certainly the case for the beneficiaries VA serves. As our relationship developed, VA needed much more than just a visual identity – they needed a well-developed brand that would give donors a reason to believe in the cause and ultimately drive donations for the organization.
After completing the visual identity and designing hundreds of marketing collateral pieces since, we shifted focus to big picture brand strategy and deployment for Vitamin Angels. Together we made a commitment to overcome the US perception and fully demonstrate the power of vitamins. To ensure clear and meaningful communication, we took VA through our complete branding process. From conducting internal and external interviews, to reworking vision and mission statements, to clearly defining market positioning and messaging, we revamped every element of the brand. Out of the process a brand truth emerged – Small Size, Huge Impact. VA’s new truth simultaneously represents the embodiment of the vitamins themselves, the children VA is reaching, and the overall size of the organization – all in a very simple and non-technical way.
VA has quadrupled in size since we began our relationship – growing from reaching 7 million children in 2007 to now reaching 30 million in 2013. With the help of a strong brand, they have attracted and retained major corporate sponsorships with Vitamin Water, Bayer, Whole Foods Market, Toys “R” Us, and Walgreens – securing tens of millions in donations. The fundraising campaign Precious Cargo we concepted, built and executed with VA raised nearly $300,000 in just 30 days. The direct mailer alone raised $40,000. For the Mother’s Day campaign Super Mom, we successfully approached celebrity singer/songwriter Tristan Prettyman, who became the face of the brand building effort and engaged her fans to interact with the cause through social media. It’s been a productive 5 years with VA, and we anticipate many more to come.