The Jacobs & Cushman San Diego Food Bank (SDFB) wanted to completely revamp their image to accurately communicate a revitalized new organization and corporate vision. They wanted to elevate their reputation and image within the community.
The brand was built around the concept of people coming together to help those in need. The new look reflects today’s true face of hunger and is more approachable. We came to the realization that when people think of SDFB, they automatically assume the people who benefit from the program are those on the bottom of the socio-economic scale. Instead, they’re often everyday people. This idea was infused into the imagery of the campaign, to make it relatable and spread awareness that SDFB serves people on all sides of the socio-economic scale, even people in the upper to middle classes. The campaign resonated with people on a deeper level and helped the SDFB become well embraced within the community, driving their ultimate goal – to increase donations and help more people.