Branding and creative direction for a community non-profit.
A rose by any other name… Tutoring Chicago came to Chicago-based EPIC (a non-profit company that brings together creatives to execute big agency marketing solutions pro bono) for a complete naming and branding overhaul led by our founder and creative director Chris Eichenseer. Formerly know as the “Cabrini Green Tutoring Program”, this 45-year-old charity was built to service a neighborhood that, as of 2011, has literally been razed from existence.
Rose is a rose is a rose is a rose. Once a nationwide symbol of urban blight, the last of Cabrini Green housing units came down in 2011 – and along with it, a noticeable drop in enrollment for the eponymous program, even though the organization had expanded its reach throughout Chicago’s neighborhoods. All over the city the program was helping underserved kids with their academic performance and providing a source of true stability and empowerment in their lives, but “Cabrini Green Tutoring” still drummed up a wide spectrum of associations with the now-defunct housing project, from civic pride in the ability to rise from the ashes of poverty, to the fear that came from it’s notorious reputation. The board, featuring Dag Kittlaus – the president of Steve Job’s latest acquisition, Siri – was in the mood for change.
A bright future. The team interviewed key stakeholders – parents, kids, tutors, board members and staff – to formulate the organization’s first comprehensive branding book, and identified key attributes to help guide the non-profit through future marketing. The new name “Tutoring Chicago” communicates the organization’s drive to service all of Chicago’s neighborhoods, while the identity and supporting materials communicate the fun, academic, community connectivity at the heart of the charity. Art Direction: Chris Eichenseer Photos: Anjali Pinto Logo: Sharon Burdett