FeedMore WNY

Building a brand that benefits the community.

For decades, Meals on Wheels and the Food Bank of Western New York worked together to help eradicate hunger across our community. While their efforts had an immeasurable positive impact, both organizations felt they could do more together. Before embarking on their shared mission, leadership at FeedMore WNY enlisted the help of The Martin Group to develop the new brand while delivering on three key goals:

• Educate the community on details of the merger and upcoming programs
• Retain and recruit volunteers
• Increase donations from new and existing donors.

To best understand the challenge ahead, The Martin Group performed a discovery and strategy session. Ultimately, it resulted in a strategic brief that would help our creative team build the new brand.

Leveraging bright, vibrant colors and a bold typeface, the new logo was attention-grabbing without overpowering. The direct, yet unique tagline “more food, more good” perfectly encapsulated the ideology behind FeedMore WNY. With these two main assets approved, our team then worked to develop other brand elements, including:

• A full brand standards guide
• Custom illustrations and animations
• Website
• Vehicle wraps
• Brochure
• Volunteer tote bag
• Business cards and stationery

Every tactic was designed to directly connect to the FeedMore WNY brand by utilizing the broad spectrum of their new color palette and playful messaging, including headlines that followed the “more food, more good” construct.