Mid-Willamette Valley Community Action Agency

Brand Refresh

For starters, we held a brand discovery workshop with key members of MWVCAA’s leadership. This helped them to distill their positioning and primary messages, while finding inspiring new ways to communicate their mission. Along with designing an updated brand identity system, we developed the tagline “Compassion in Motion”, which simply captures their hallmarks: kindness and action. Then, we documented visual and verbal style guidelines in a brand standards booklet.

Website Redesign

The new MWVCAA website was designed as an extension of their brand, visually and verbally. We created a colorful set of Illustrations to personalize and humanize the experience. A simplified navigation and better content organization made programs easier to find, while giving each of them a consistent format.

As a shift from the previous institutional approach, we helped MWVCAA shape the content from the client’s perspective, focusing on needs and motivations, and avoiding “inside terminology”. The new site offers messages and tools that appeal to the interests of multiple audiences—while prioritizing those needing help. We focused on mobile usability, knowing that most folks seek services with a smartphone as opposed to a laptop or desktop computer.

Brand in Motion

As a critical asset for fundraising and support-building activities, we produced a brand relaunch video to help MWVCAA explain not just what they do—but also what it means to them, and our community.