BrandCoolMarketing: work, Bivona Child Advocacy Center


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Overview
Brand Identity
Stationery Package
Messaging
Brochure
Web Site

Bivona Child Advocacy Center

Bivona Child Advocacy Center is Rochester’s under-one-roof collaboration of professionals who deal with child sexual and physical abuse—everything from the police investigation to the medical exam to the prosecution to the counseling. Based on a national model developed as an alternative to a fractured system of legal, medical, and social services agencies that were used to dealing with adults, not children, Bivona was doing everything right...except communicating its existence and value to the community in a simple, consistent way. Leadership began to tackle that challenge when they tapped the expertise of Rochester Ad Council volunteers for a brand positioning workshop. With a brand essence of collaborative, healing place, they were ready to move to the next level. Brand | Cool proposed a comprehensive makeover of their brand marketing—from logo to messaging to brochure and web site.

Brand Identity

We began with a tagline. Bivona needed a shorthand way to tell the world what it was about, and to do it in an emotionally compelling way. Our solution: trust. healing. justice. It covered all the bases of the benefits they brought to children who had been traumatized by abuse. The old logo was retired to make way for a new logo that emphasizes the sheltering “place” that is Bivona. A warmer, earthier color palette reflects the warmth and welcoming of Bivona.

Sales Brochure 2

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Sales Brochure 3

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Stationery Package

The stationery design also reflected the warmth and welcoming nature of Bivona.

Promotional Campaign 2

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Promotional Campaign 3

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Messaging

We developed a comprehensive set of succinct messages for Bivona, so that everyone associated with the center, including professionals, volunteers, fundraisers, could speak about the organization's mission with ease and sensitivity.

Email Campaigns 2

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Email Campaigns 3

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Brochure

Bivona’s brochure introduced our themeline: No more secrecy. No more shame. The brochure tells the story of the silent epidemic of childhood sexual abuse and provides concrete action that can be taken by those who want to help—and those who need help.

Direct Mail 2

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Direct Mail 3

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Flash Presentations 1

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Flash Presentations 2

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Flash Presentations 3

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Web Site

The web site features a greatly expanded information architecture, with streamlined navigation so that visitors, depending on their relationship with the organization, can easily find their way around the site. We included sections for children, families and friends; professionals; donors and volunteers, and kids who want to “stand up for kids.” The site now includes e-commerce functionality so that people can order promotional items, make donations, and purchase tickets for fundraising events. Built on a content management system platform, the site can be easily updated by Bivona staff. Throughout, we balanced the difficult nature of the information with vibrant photos of children, as well as caring adults. Visit the site at http://BivonaCAC.org.

Tradeshow Banners 2

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Tradeshow Banners 3

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RadioCampaign 1

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RadioCampaign 2

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RadioCampaign 3

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AnyType 1

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AnyType 2

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AnyType 3

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Bivona Stationery Package

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Bivona Messaging

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Bivona Brochure

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Bivona web site

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