Northeast Iowa Food Bank
The Northeast Iowa Food Bank provides hunger relief to thousands of people in the state each year. For forty years, the organization has worked tirelessly to feed people and secure resources for those in need of assistance. While the NEIFB is well-known, leaders felt the brand had grown stale and was forgetful. As they looked to the next 40 years of service, the organization came to Cohesive to help reenergize their brand and, in turn, their passion for service.
While the Food Bank’s mission was clear, Cohesive needed to look beyond the service they provide and understand the complexity of its operation. Spanning 16 counties, the Northeast Iowa Food Bank has a large geographical footprint. We conducted stakeholder interviews with a diverse set of people to ensure we understood each aspect of the organization. The interview included staff, volunteer board members, agency partners, donors, and community members.
While the Food Bank’s mission was clear, Cohesive needed to look beyond the service they provide and understand the complexity of its operation. Spanning 16 counties, the Northeast Iowa Food Bank has a large geographical footprint. We conducted stakeholder interviews with a diverse set of people to ensure we understood each aspect of the organization. The interview included staff, volunteer board members, agency partners, donors, and community members.
To understand the NEIFB’s personality and story, we needed to define its brand attributes. Cohesive conducted a workshop to uncover the meaning behind its operations and mission. Together, we defined eight attributes: Proven, Progressive, Passionate, Welcoming, Integrity, Multi-faceted, Intentional, and Humble.
To understand the NEIFB’s personality and story, we needed to define its brand attributes. Cohesive conducted a workshop to uncover the meaning behind its operations and mission. Together, we defined eight attributes: Proven, Progressive, Passionate, Welcoming, Integrity, Multi-faceted, Intentional, and Humble.
The creative approach for the new logo consisted of 16 dots that represent the counties the NEIFB serves. Each one has a different color illustrating the diversity of the people they serve. The dots radiate from the center as a visual representation of how small initiatives impact and spread.
The creative approach for the new logo consisted of 16 dots that represent the counties the NEIFB serves. Each one has a different color illustrating the diversity of the people they serve. The dots radiate from the center as a visual representation of how small initiatives impact and spread.
As Cohesive developed the brand and readied for a launch campaign, we wanted the messaging to be simple in contrast to the complexity of the mark. We created the headline, “Every Meal. Every Day.” It sums up the mission of the NEIFB. While their operations are complex, their mission is simple. Serve people “Every Meal. Every Day”.
