Rebranding ABCD

This way up
 
LBJ's War on Poverty launched Greater Boston's antipoverty agency, ABCD (Action for Boston Community Development) in the 60s. Although respected for managing many proven programs, the organization was not recognized as the innovator it is.
The new brand identity and marketing reflect and project ABCD's many facets while holding esigned to empower underserved residents.
Brand ID, Web, Digital, Social, PR, Print, Events, Video, Photography
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
ABCD_CHC 2019 Audra McDonald live_Nile H
HoopDreams cover
Head Start posters-GeneralUse_March2017_
AFTER: publication
AFTER: fact sheet
ABCD Community Heroes

Research & Strategy
MMB & ABCD

Creative - ABCD In-house
 

Creative Direction: Lee Phenner
 

​Design: Darren Szeto, Kyla Bossung

 

Brand Design Consultant: Carrie Edwards

  @ Lee Phenner. All rights reserved.

ABCD Community Heroes