Non-profit

Design - Rebranding Video

Situation

Based on rapid growth and brand fragmentation, CityCares, an established global nonprofit had re-branded to become Hands On Network (HON) to more accurately reflect its mission. HON wanted to create a way to easily reach its broad audiences with the new name, logo and tagline, and turned to communications 21.

Challenge

c21 was challenged to create an emotionally uplifting video that highlighted the previous successes of CityCares, incorporated their 35 affiliate organizations, explained the name change to Hands On Network, and unveiled the new brand to a diverse audience - in only 15 days, at virtually no cost.

c21 Solution

c21 worked with WaveGuide Studios, who donated their video services, while c21 provided the concept, script and a series of still images from previous CityCares projects and events. WaveGuide implemented the following creative and production techniques:

• Pan and Scan, which drew the audience into each shot, despite the fact there was no video footage.
• Sound Design and Soundtrack, which were used to create added impact to the visual motion and complemented the voiceover and video messages.
• Animation, which displayed a spinning globe and the addition of all of the affiliate logos, illustrating the growth and global impact of the organization.

Results

The video was completed within 15 days at virtually no cost to the client. More than 480 people viewed the video, which was initially sent via e-mail. In addition, there were 18 viral clicks to the video - from the "forward to a friend" link at the bottom of the e-mail. The nonprofit received numerous congratulatory e-mails, calls, etc., from both external audiences (funders, corporate partners and other non-profits) and internal audiences (affiliates) - all noting the video's professionalism and inspirational messages. The video also was shown at numerous fundraising events, and copies were distributed to potential new funding sources. The video won three awards for its communication effectiveness - a Gold AMY from AMA Atlanta, a Gold Flame from IABC and a Phoenix Award from PRSA.