The decision to refresh and update the brand came in part as a result of the changes that have taken place in the world of marketing since the Gwinnett Coalition was founded over 27 years ago, as well as the need to reposition the organization’s brand and create a stronger association between the Gwinnett Coalition as a parent company and the programs it offers to the community.
The most noticeable change came with the Gwinnett Coalition’s logo, as well as an update for the logos of the four major programs the organization offers. The former logo wasn’t social media-friendly and felt a bit outdated. The organization wanted the new logo to feel more modern and up-to-date, with the ability to stand alone as a profile picture for brand recognition.
The new logo for the Gwinnett Coalition uses some of the same elements from the former logo but modified slightly modified to give it a more current feel and an updated color palette to create a more mature color scheme. A seal-style logo was chosen so the same text can be used around each program logo for better brand consistency.
Amanda Sutt, Creative Director with Rock Paper Scissors, shares the brand refresh has created value that the organization’s programs can leverage. “Most people knew about the Coalition’s programs, but not the organization behind it. We wanted to make sure we took this opportunity to make sure people understood who is behind it all,” Sutt says.
The new website (www.gwinnettcoalition.org) is a result of multiple needs the Gwinnett Coalition has realized in recent years. For more than two years, the Gwinnett Coalition’s leadership and Rock Paper Scissors tracked the challenges with the old website and what needs the new site would have to satisfy. One of the main needs identified was a solution that is scalable and manageable for the organization’s staff, as well as better asset control of the program websites. The programs had independent sites run by volunteers, which created a risk of lost assets when there were changes in volunteers. To remedy that issue, a better system was put into place for allowing access to each site.
The end-user of each site was also kept top of mind as the new websites were being created. The Gwinnett Coalition and its programs offer lots of information to the community, so the main navigation menu for the website was designed so users can easily click from one program site to the next, making it easier for visitors to find the information they need.
”We are so excited to have had the opportunity to collaborate with Rock Paper Scissors and unveil the new website and brand to the Gwinnett community. By launching a brand that is recognizable and memorable, we will build upon a 27-year history while forging new outreach, volunteerism, and support for health and human services in the Gwinnett community,” says Regina Miller, Associate Director of the Gwinnett Coalition.
“This is just Phase One of the website,” Sutt shares. “Our goal in this phase was to get the website up and have people use it. We’ve built this website so that we can add to it in the future as the needs of the Gwinnett Coalition grow and change over time.”
About the Gwinnett Coalition for Health and Human Services:
The Gwinnett Coalition for Health and Human Services was founded in 1989 as a result of local leaders from the county’s public and private sectors realizing the need to improve information concerning health and human services during a period of rapid growth. Since then, the organization has worked to facilitate collaboration that improves the well-being of the community by identifying needs and resources, setting priorities, planning solutions, focusing on results, and educating and motivating the community to action. For more information about the Gwinnett Coalition, visit www.gwinnettcoalition.org.
About Rock Paper Scissors:
Since its foundation in 1986, Rock Paper Scissors has created strong brands and marketing programs that sustain long-term results using the team’s experience, creativity, and technology. Rock Paper Scissors strives to nurture growth through creativity and develop fresh ideas based on solid business sense. For more information about Rock Paper Scissors, visit www.123shoot.com.
