How could Ruth Ellis Center better communicate the power of its work?
In 2019 Ruth Ellis Center’s leaders identified a need for a rebranding process that would bring communications materials in line with the organization’s evolving mission, vision, programs and services. The organization, in Highland Park, had established a national reputation for quality and innovation in providing trauma-informed services for lesbian, gay, bi-attractional, transgender and questioning (LGBTQ+) youth, and young adults, but leaders felt the organization was not fully communicating this excellence to external audiences.
EWR conducted qualitative research, including one-on-one interviews and focus groups among key internal and external stakeholders, to understand what drives connection to the organization. Building on the research, we developed a brand persona and positioning statements to communicate the brand to key audiences. This work informed Zoyes Creative’s development of a new logo, website, and brand assets for the organization. Our guidance also helped the organization shape its storytelling and messaging to better communicate its dynamic personality and the creativity and determination it puts toward achieving its vision and mission.