Brand standards set the standard.
Let’s shape your brand.
Rejuvenating a regional brand for its next chapter.
Meals on Wheels of Greater Washington is part of a network of over 5,000 independent providers across the United States committed to fighting hunger and isolation for senior adults.
Solidified brand definition and an updated visual identity were needed to support their expanding reach within the DC Metropolitan area, as well as their renewed commitment to delivering healthy food and connection to the area’s homebound seniors.
As leadership contemplated the organization’s future, a structured brand workshop provided an opportunity for the CEO, board of directors, and communications lead to collectively articulate their shared vision, while broader brand definition served as a guidepost for the design process.
The brand fundamentals of purpose, mission, vision, and differentiation were combined with the visual identity essentials, including logo specifications, typography, and color palette into a concise brand guide. The guide serves as the definitive reference for all visual communications, including food packaging, fundraising collateral, and promotional materials.
The color palette utilizes both warm and cool tones to evoke hot and cold food delivery, as well as the established brand attributes.
The warm colors in the palette reinforce the core brand attributes of being down to earth, compassionate, and playful while also signaling hot food delivery.
The cool colors in the palette reinforce the core brand attributes of being resourceful, and reliable while also signaling cold food delivery.