Meals on Wheels of Boulder provides fresh, nutritious, tasty meals to people in the Boulder area who need them, regardless of age or income. The mature community organization was faced with a challenge of raising funds for a robust capital campaign without a strong brand presence in the community.
Due to the home-confined nature of clientele who the organizations serves, Meals on Wheels of Boulder’s impact remained largely invisible to the general public. We were engaged to build brand visibility and empathy through an aggressive public awareness campaign before the capital campaign could commence.
Creative Direction, Copywriting, Photography, Filmmaking, Graphic Design
We launched this project with a deep discovery session that revealed the brand voice, defined the target audience, as well as considered the competitive landscape in which the organization delivered its services. Each of these discoveries provided an integral foundation on which all creative production was based.
From discovery we progressed to campaign ideation, landing a concept that balanced food and faces. Through brilliant photography and humbling testimonial, we would reveal relatable stories of the individuals served as well as celebrate the quality of the food delivered.
Together with their communications and fundraising teams, we crafted messaging that celebrated the human stories and quality ingredients that define this brand. All messaging was unique to the public awareness campaign, transitioned well with the capital campaign, and was still consistent with brand voice.
Through a series of intimate conversations we collected their stories and identified compelling testimonials from individuals served by the organization. The testimonials gathered were brought to life through poignant portraiture and brilliant food photography. We traveled to the homes of the individuals served and produced a collection of emotional evocative images of the people impacted by the organization. Additionally, we collaborated with their food production team to style and shoot the plated meals in a way that would resonate with a highly critical foodie community.
In order to diverse the campaign assets and channels, we produced a brand film that wove together the compelling story of an elderly couple with the captivating preparation of a beautiful meal. The film built empathy for the individuals served, reinforced the quality of the food delivered, and reiterated campaign messaging to build brand recognition.
The testimonials and photography were ultimately leveraged across a variety of print and digital assets which we produced for the organization. From social media content to capital campaign materials, email templates to direct mail, we left the organization with a collection of tools which were then disseminated throughout the community.