Outreach Fort Collins
Fort Collins, Colorado
A street based outreach program to maintain downtown Fort Collins as a safe and welcoming place while connecting vulnerable community members to the services and support networks they need.
the problem
Outreach Fort Collins does a lot of meaningful work.
How they communicate their story was complicated.
When Outreach Fort Collins approached kico Marketing for assistance, our team uncovered some extensive issues in communication of the organization. Outreach Fort Collins responds to address and deescalate situations in Old Town, meeting the needs of those experiencing homelessness while building relationships with the community at large. This proactive approach of engagement is very effective, typically acting as the liaison between clients experiencing homelessness and essential services for those in need. After discovering more about their brand, kico Marketing unsurfaced a communication strategy that could use refinement. A new brand was in order, developing a marketing strategy for communicating with different stakeholders while simplifying how Outreach talks about its mission. Our team began work on a brand refresh that would be more representative of the organization Outreach Fort Collins has developed over its lifespan in Old Town Fort Collins.
prescribed services
Brand Analysis
Brand Design Services
Website Design Services
New Logo
Old Logo
Our Process
The missing piece of Outreach Fort Collins was a thought-provoking brand.
During our brand discovery process, we worked closely with Outreach Fort Collins’ team to modernize their brand while effectively conveying a sense of purpose in the mark. Our team delivered a product with multiple ideas built into the iconography. The circular logo depicts a group of people huddled together, reminiscent of Outreach’s approach to connecting with stakeholders and business owners alike. Addressing issues such as homelessness requires a collaborative approach. In the center of the logo, the shapes of the bodies and heads depict a puzzle piece, representative of the strategic position that Outreach Fort Collins subsists within.
Outreach Fort Collins is the missing piece for those in need. This simple but refined focus on Outreach’s mission is reflected in the visuals, providing Outreach with a concise method of discussing the complex work they engage in.
Implementing the brand
A Brand to Respond, Engage and Connect.
Implementing the Brand Across All Mediums
As we refined the brand identity and worked through the implementation of the new visuals across the organization, we landed on a flexible color scheme that communicates a more empathetic approach. The use of blues and a softer color scheme keeps the brand approachable to clients experiencing homelessness, while maintaining a professional flair that goes a long way with businesses and service providers.
The kico team developed physical collateral ranging from business cards, buttons, t-shirts, hats, and call cards to deliver consistency from their outreach team. Since communication is so integral to the organization an extensive digital package was developed, including email signatures, newsletters, social media graphics, and a beautiful new website with a refined mobile experience for easy-to-access information.
“It was great to be working with people who believe in what we do and were invested in doing this process well. The end product really represented who Outreach Fort Collins is. Also consistently through the process, you could feel the passion for the work that we do, wanting to have things done as well as possible at each point along the way. We care a lot about what we do and it’s nice to work with people that feel the same.”
Andy Sprain
Interim Executive Director, Outreach Fort Collins
website design
Making it easy to reach Outreach Fort Collins.
A new website for clients and business owners to navigate effortlessly.
As we fleshed out our action plan for their web presence, it was clear that the old website had a number of issues in communication. With a mission of connecting clients experiencing homelessness with valuable resources and providing an empathetic option for the community to deescalate issues, a lot of information needed to be re-organized to effectively accomplish those goals.
As is customary of our website development process, the new OutreachFortCollins.org site is quick, lightweight, and mobile-responsive; all essential traits to a modern web presence. Post-launch services include our kico Web Innovation Plan, aimed at expanding the Outreach Fort Collins website to offer more robust resources as well as donation tools to provide more stable funding mechanisms for the organization.
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