Feeding forward momentum.
In 2023, the Regional Food Bank of Northeastern New York—a not-for-profit focused on alleviating hunger and preventing food waste—tapped The Martin Group to help them address some organizational confusion in the marketplace. With a second location that came across as a separate entity, called Food Bank of the Hudson Valley, they sought to unite both operations under a single, cohesive brand.
The rebrand began with a robust discovery process and subsequent naming exercise. The Food Bank decided to move forward with “Regional Food Bank” for their new name, capitalizing on the strong brand equity retained by the original name and allowing for flexibility to speak to individual regions within their large 23-county footprint. We brainstormed various options to replace their old tagline, “Alleviating Hunger…Together.” Ultimately, Regional Food Bank chose “For every neighbor in need,” answering back to our finding that people want to see their charitable giving help others in their communities and reinforcing the dignity of individuals in need.
Our team then designed a striking range of logo options, resulting in the Food Bank selecting an ownable mark that pointed to the approachability and friendliness of their staff and volunteers. Our public relations and public affairs teams amplified the new brand through media relations and by supporting their various advocacy efforts. This included helping to secure increased funding for the Nourish NY program, highlighting the county-level partnerships through which they secure funding for local programs and services, and helping to build awareness for their annual Holiday Hunger appeal.
The Regional Food Bank was extremely pleased with the launch of their new brand, which touched nearly every corner of their organization, from stationery assets to truck wraps and the painting of their headquarters. Our PR efforts elevated the brand across New York, garnering statewide media attention from television, radio and print news outlets. As a result of our collaboration, the Regional Food Bank is a more unified and engaging brand, positioned well for future growth and impact throughout the communities it serves and beyond.