Catholic Charities New Hampshire, formally known as New Hampshire Catholic Charities, needed a refreshed, contemporary brand personality to better communicate and align with the services and offerings they bring to the community, as well as appeal to future generations.
We kicked off the project by conducting market research in the form of interviews and surveys. We wanted to give the logo, perceived as old and dated, a refresh without drastically changing the overall identity since we found valuable brand recognition within the local community. We also wanted to leverage the national Catholic Charities USA brand.
We focused on increasing public awareness in a contemporary way to attract much-needed future generations of constituencies, while also retaining existing donors, supporters and volunteers.
This was an opportunity to craft a new tagline to highlight that Catholic Charities New Hampshire serves everyone in the community, regardless of faith. It was also an opportunity to communicate the vision of the organization, striving to provide person-centered services to strengthen families and build independence. The result: Moving Lives Forward.
From our market research, we learned there was an overall lack of awareness of what Catholic Charities New Hampshire actually does for the community, as well as confusion around the Catholic Church tie-in. We decided to raise that awareness by adopting a conversational and energetic tone that would best communicate with different demographics. We also determined the messaging would be best-served coming from a position with a broader Christian lens and with more transparency.
When asked to redesign their existing website, we first completed a thorough audit and intake of what features and additional functionality was desired by the Catholic Charities New Hampshire staff and Board of Directors. To address those requests, we converted their site to a more user-friendly framework so they could have added control of making their own updates. We also created a Member Portal with unique logins for staff and board members to access internal alerts, a message forum, internal news and document downloads, including HR documents and the President’s Report.