@ Lee Phenner. All rights reserved.

Research &

Strategy /

MMB

 

Positioning /

MMB & ABCD

 

Creative / 

ABCD

Creative Dir: Lee Phenner

Design Leads /

Darren Szeto,

Kyla Bossung

Design Consulting /

Carrie Edwards

Brand Personality

ABCD is:

 

Driven

Unflappable

Progressive

Pragmatic

Entrepreneurial  ​

Rebranding ABCD

Strategy & Positioning

It was serendipitous: MMB, a premier Boston-based agency, had offered its services to ABCD just before I came on board. Their ace team led the research and positioning work. I was able to partner with them and help the ABCD leadership team to fine-tune a positioning and personality that is 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. 
Look and Feel
 

The ABCD logo had been introduced just five years ago, so we worked with it, evolving and 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.