The number of nonprofit organizations has skyrocketed over the past 20 years (more than 1.5 million are currently registered with the IRS). While this signifies more help is being delivered to people and causes that need it, it also increases competition for donations and funding between these groups. Captain Hope’s Kids, founded in 1989, meets the needs of homeless children across North Texas. The challenge was updating their digital presence to attract new individual and corporate donors in an increasingly competitive nonprofit market.
Having been given permission to explore alternative organizational names, we knew the right name would capture both the essence of the nonprofit’s mission and the donor’s imagination. It needed to be meaningful, relevant, and distinctive. “Hope Supply Co.” delivered on all three requirements in a way that was modern, urban and appealing. A new logo centered around an iconic teddy bear (illustrating how the organization revolves around children) and a new digital design system gave the initiative a renewed sense of purpose, as well as a distinctive look within the category.
Through the reimagination of its brand identity, Hope Supply Co. has more than succeeded at its mission to stand out from the crowd. Due to a steady increase in donations, the organization serves more than 1,000 homeless children in North Texas each night, 64,000 children annually and distributes nearly $3MM worth of critical needs items each year to 70 partner agencies.