Meals on Wheels Northeastern Illinois
For over 50 years, Meals At Home has been serving the Northeastern Suburbs of Chicago. This year, Meals At Home was looking to create an impactful change in their organization to better serve their community.
EightySeven worked with Meals At Home to help them transition their current messaging, identity and branding to Meals On Wheels. EightySeven helped launch the new Meals on Wheels brand by creating an entirely new site experience and working as a creative partner to develop marketing materials to announce the new name of the organization
Campaign & Marketing
The team set out to create an experience, tone and brand that Meals At Home has built over the last 50 years and evolve the messaging within the Meals on Wheels brand framework. Ultimately, developing messaging, collateral and a website to reintroduce Meals on Wheels to the community.
EightySeven analyzed and audited the Meals At Home brand and language to identify opportunities for their users. We strategized and took a user-first approach to understanding the concerns, needs and considerations of volunteers, clients and donors.
Using these learnings, paired with the Meals on Wheels brand identity and messaging guidelines, we developed a tone and voice that was a new hybrid brand that strategically bridged the gap from old and new. This new brand tone acted as a messaging platform to inform clients of the change, as well as demonstrating a renewed commitment to the values of Meals on Wheels.
Reinforcing foundation based on quality, kindness and humanity.
The strategy EightySeven implemented from the beginning was to be up and honest front with our clients and volunteers, starting with the addressing of them as “neighbors” whenever possible. We developed a conversational tone that helped cut through any perception of insensitivity that could come from transitioning to the national Meals on Wheels organization. We wanted to build brand equity, not lose it.
From our language tone and imagery to the website user experience, our concentration was to present the new Meals on Wheels as a new look and name, but the organization you’ve trusted to serve the community.
Always doing what’s right.
While working with the leadership of Meals on Wheels, we discovered several opportunities where we felt we could add value to the organization. More importantly, using our expertise to guide the team to cost effective solutions. For example, while EightySeven was brought on to rebrand Meals At Home to Meals on Wheels, we very quickly recommended Meals on Wheels adopt the national visual identity. While not a mandatory for local Meals on Wheels organizations, it’s a simple way to reduce costs.
We also worked along side the Meals on Wheels team to develop a new site design that was cost effective, efficient and able to quickly be adopted by the internal Meals on Wheels team for fundraising and messaging. Along side the digital efforts, EightySeven also developed several pieces of marketing collateral to help with announcing the rebrand and driving neighbors to sign up for the Meals on Wheels email newsletter.
Since developing the new brand identity, Meals on Wheels has seen accelerated fundraising and increased signups for their newsletter.
Follow Meals on Wheels on Facebook for updates on their progress serving the neighbors and seniors of the Northeastern suburbs of Chicago.
Steven Johnson Connects