Rebranding ABCD

Strategy & Positioning

It was serendipitous: MMB, a premier Boston-based agency, had offered its services to anti-poverty agency ABCD just before I came on board. Their ace team led the research and positioning work. I was able to partner with them and guide the ABCD leadership team, fine-tuning a positioning and personality that are authentic, relevant, and dynamic.  

Pioneering Against Poverty
MMB's recommended positioning acknowledges ABCD as a catalyst in The War on Poverty, an LBJ initiative, while importantly underscoring the agency's continuing commitment to innovative programs and services that empower struggling families and aim to eradicate the root causes of poverty. 
Brand Personality

ABCD is:






Entrepreneurial  ​

Look and Feel

The ABCD logo had been introduced just five years prior, so we worked with it, contemporizing the colors.


We introduced a pure, sophisticated, energetic visual ID and a voice laced with warmth and assurance. The visual toolbox includes a new brand color palette, typefaces, and photojournalistic photography style.

Before & After 

ABCD leadership recognized that rebranding the organization would represent its legacy of excellence and reinforce its vision for the future.


As a national leader in providing struggling individuals and families with the resources they need to survive and succeed, the ABCD brand identity and expression had to bring that compassionate mission and stature to life.


The following BEFORE and AFTER galleries illustrate how the rebranding brings clarity, cohesion, energy and sophistication to the brand.


BEFORE: ABCD homepage
BEFORE: annual gala design
BEFORE: publication
BEFORE: fact sheet
BEFORE: tax assistance flyer
BEFORE: program ad
AFTER: ABCD homepage
AFTER: annual gala design
AFTER: publication
AFTER: fact sheet
AFTER: tax assistance flyer
AFTER: program ad

Research & Strategy: MMB & ABCD

Creative - ABCD IN-HOUSE

Creative Direction: Lee Phenner

​Design: Darren Szeto, Kyla Bossung


Brand Design Consulting: Carrie Edwards

  @ Lee Phenner. All rights reserved.