Branding Posts

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ACBO Brandmark Unveiled

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As promised, we are unveiling the new new brandmark for ACBO that our Creative Director, Jeremy Loyd, created.

We’ll have the expert––Jeremy, himself––explain all the thought that went into the brandmark:

“The new ACBO identity system is designed to be versatile, and communicate ACBO’s bright outlook for their visually-impaired clients. Comprised of multiple brandmark versions that integrate brightly-colored, graphic illustrations, the flexible system allows for the creation of custom marks for different audiences, events, and fundraisers while still maintaining a recognizable brand presence.

Each brandmark version created will retain the same eye-like shape with the left side containing the organization’s initials. The right side of the mark contains a custom illustration that pertains to the use of the logo. For launch of the new identity, a corporate logo version was created, as well as versions specific to community awareness and corporate donor audiences.”

ACBO also has a new tagline. Our Brand Strategist, Jän Ostendorf, came up with the slogan “A Brighter Outlook” to better reflect the optimism ACBO brings to members’ lives.


Posted in 2011 | No Comments »

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Something Borrowed, Something New

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There’s something to be said for familiarity. Since The Other Place is going through a few changes with their rebrand, we all decided it would be ideal if one thing remained the same: their tagline.

We brainstormed for several different tagline options for The Other Place. After much deliberation, it was decided that their current tagline would be the best choice, which is: “Until there’s no homelessness.”


Posted in 2010 | No Comments »

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Fresh Brandmark, Fresh Produce

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What better time than during a brand refresh to start a new initiative? Along with The Other Place, we are extremely excited for their participation in a Community Supported Agriculture (CSA). This summer, The Other Place will be harvesting produce in order to raise supplemental income. Along the way, clients will receive horticulture education and pay for their gardening efforts, and The Other Place will be providing produce to unserved areas.

Not familiar with the concept of Community Supported Agriculture? A great description can be found on the USDA’s website: “In basic terms, CSA consists of a community of individuals who pledge support to a farm operation so that the farmland becomes, either legally or spiritually, the community’s farm, with the growers and consumers providing mutual support and sharing the risks and benefits of food production.” In this case, people who have fallen on hard times have something to share and also develop a sense of community.

We were so enthusiastic about the Community Supported Agriculture initiative that we applied the brandmark to possible produce accompaniments. Take a look below for all the fresh ideas.



Posted in 2010 | No Comments »

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No Task Too Small

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When we said the recipient of FORGE Your Dot Org would receive all marketing needs for one year, we meant it. Our latest project for The Other Place was a simple invitation to a special announcement gathering.

At first glance, the invitation may seem of little importance, since it is merely a notecard with only a few sentences. But the significance lies deeper than the piece of paper.

Even minimal pieces need to stay consistent with the brand, because the pieces are still touchpoints, and still represent the organization. Also, this piece will be sent to people that communicate with The Other Place on a service level, like government departments, so it is especially important.

So in the end, the old adage stays true: “Anything worth doing is worth doing well.”


Posted in 2010 | No Comments »

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Symbolizing a Service

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FORGE wanted to represent the positive contributions of The Other Place’s service to the Dayton community, so we did our best to convey warmth and assurance in the brandmark. We chose a bright and cheerful color palette: orange, green, blue, and purple. An earthy gray for the wordmark adds contrast against the color of the brandmark.

We developed icons that are interchangeable, depending upon the service they are providing. The Other Place is planning to start a community-supported organic agriculture effort, so there is a corresponding icon of produce. The set also includes line drawings of furniture and a family.

The master brandmark is shown below. An image of a house drawn in a loose, gesture illustration style implies quaintness, friendliness, and approachability. The color gold implies the hope of a sunrise––a new day and a bright future. The rounded, soft, organic style of the hand-written font visually represents personality, friendliness, and individuality.

Homefull Brandmark

Here’s a glimpse at some of the other concepts FORGE developed for The Other Place’s brandmark.

Homefull Sketches


Posted in 2010 | No Comments »

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New Name, New Era

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Now is the time you have all been waiting for: the unveiling of The Other Place’s new name.

As mentioned, we went in a few different directions, but the name “Homefull” was like a beacon that kept drawing us back. The Board Members and Staff also loved the brand name “Homefull.”

Since The Other Place is a service and not a place, they agreed it was important to change their name; they have outgrown the basement of the church they started in, and their range of services has greatly expanded.

Keeping in mind the Other Place’s mission of ending homelessness, we thought having the word “homeless” in the name was the exact opposite of what they stood for.

However, when you flip the suffix from “less” to “full” the word is optimistically transformed. Thus, we arrived at the name “Homefull” which sounds quite a bit like “hopeful.”

The Other Place is thrilled with their new identity and is planning to make the switch in June, when they present their Annual Report.

Want to see more? Check back soon to see the new brandmark.


Posted in 2010 | No Comments »

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What’s in a Name

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Contrary to what Romeo thought, names actually hold a great deal of importance––at least in the world of branding. Names hint at what businesses do, how they do it, and what they stand for. And good names take it the extra mile and are creative or unusual.

Keeping this in mind, we went about the branding process for The Other Place very carefully. We have explored the different connotations of possible word choices and the impact they would have in relation to the company.

FORGE has had two brainstorming sessions for the name. We have gone in a couple different directions in regard to categories. We have considered pursuing the route of turning points and transformation or an alternate route of community and education.

We know the suspense is probably killing you, but check back soon to see what name The Other Place chooses.


Posted in 2010 | No Comments »

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Branding Takes Time

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Our brains have been in a creative frenzy the past couple of weeks, entertaining branding possibilities for The Other Place. FORGE is carefully reviewing The Other Place’s current brand material to see how it aligns with their mission, vision, and anticipated future.

Our eyes have also been busy, reading and researching The Other Place, in order to have a full understanding of their non-profit. We have met with Director of Housing, Trudy Elder, Executive Director, Tina Patterson, and Volunteer Coordinator, Lisa Armour, for a few brainstorming sessions. Currently, we are working to distill their brand essence and a new brand strategy is forming.

Stay posted for future branding developments!


Posted in 2010 | No Comments »

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1st Annual “Tee Up Fore TOP”

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Tee Up Four TOP

FORGE has begun their relationship with FORGE Your Dot Org 2010 recipient, The Other Place, with an eye-catching invitation to the 1st Annual “Tee Up Fore TOP.” The fundraising event will be held at Heatherwoode Golf Club, located in Springboro. It will take place on Saturday, June 26 starting at 1:30 pm.

The purpose of the event is to raise money for the organization, which provides direct services that include homeless prevention, street outreach, case management, rapid re-housing, and permanent supportive housing.

There are still sponsorship opportunities available, in amounts of $45, $250, or $500. If you wish to donate services in screenprinting, signage, or items for gift bags, please contact Trudy at 937-293-1945.


Posted in 2010 | Comments Off