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Project Bread

Putting the Cool in School Meals

Food for All

Using the power of branding to give food insecurity resources a facelift.

Project Bread is a Boston-based nonprofit working to break the cycle of hunger. They first came to us during the pandemic, when food insecurity was more pressing than ever, for help standing out in a noisy space. Over the course of two years, we gave them a full rebrand, complete with a new visual identity and website redesign, and created campaigns to help people sign up for SNAP, reach their FoodSource Hotline, and participate in their Walk for Hunger.

After a strong brand foundation was set and in active use, our next challenge was to apply this bold master brand identity to the rest of their sub-brand world. Our first task? Give their Childhood Nutrition Outreach Programs an engaging and bright update, to bolster outreach and attract newcomers to these crucial services. We started with Summer Eats, a program that sets up free food pick-up sites across the state of Massachusetts. From a giant ad campaign to new signage and swag, we fully embraced the sweet and colorful vibes of summer to create work that let people know that just because school was out, their resources were still there for them.

Services
  • Brand Extension
  • Campaign Concept
  • Tone of Voice + Messaging
  • Art Direction + Visual Identity
  • Content Development
  • Advertising
  • Collateral Design + Production
  • Copywriting
Impact & Stats

More families - by A LOT - visited the Summer Eats meals map this year than ever before–and stayed longer.

  • Total page views increased 555% 2022 over 2021 and 506% from 2020

  • Average time on page increased a minute and a half over last year.

  • Nearly ¼ of people were accessing this information in languages other than English

  • This increase is driven by our extensive statewide awareness campaign and new Summer Eats branding

“The updated Summer Eats branding seemed more "kid friendly" than before. We noticed an uptick in young people and their parents/caregivers who refer to the program as ‘Summer Eats’.”  

- Erica Young, Executive Director, Waltham Boys & Girls Club

School Meals

“Stay Full, Eat at School”

Additionally, we created a different-yet-cohesive brand for School Meals, encouraging students to eat the free breakfast and lunch provided to them during the school days. Our “Stay Full, Eat at School” brand world paid homage to school culture, having fun with primary colors, schooltime gear, inspirational posters, and more.

PRESS

How Free Meal Programs in the Boston Area are Helping to Ease Food Insecurity
A program designed to give Mass. students free school meals may be made permanent
Renewed push to make school lunches free for all students
DiDomenico, Project Bread, Launch Campaign To Pass Universal School Meals

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