New Leaves

Planting a seed for a cause-related non-profit.

Situation

Lost Butterflies was a New York based, starting non-profit that was committed to improving public awareness on health, environmental, and social conditions detrimental to pregnant women, young families, parents and children. They were in need of a brand image that would act as a helping hand to the community, its people and their organizations.

Idea and execution

Formerly named Lost Butterflies, our challenge was to position the new brand for both the public and its financial backers. The first branding suggestion was to rename the organization to a more positive future. The client recognized the importance of this change in direction and after the first phase a new name was born – New Leaves… Turn over a new life.

This new name for the organization proved to be very memorable and represented the core message of the brand – “Change.” With the name behind us, we focused on developing the visual identity of New Leaves. New Leaves is based on community outreach programs offering localized help. These helping hands give support to children and families through their transition and nurturing process. The abstract hands and leaves were developed to show this act and be a recognized aspect of positive change, help and support.

The first media that would release the organizations goals were three PSAs that would be aired nationwide. The television ads needed to cover the 3 areas of New Leaves: Environmental Justice, Prenatal Care and Healthcare Services. We scripted, and through story boards, communicated the dialog, content and mood each ad needed to convey.

Results

With great acceptance from the investment board and industry associates, New Leaves brand launch and PSA campaign should be a great success when the commercials air.

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