Annandale Village - All In Independent Living
Brand Development
Building a new brand for a program that empowers and inspires independence through community
Client Type:
Service Provider
Our Role:
- Brand Development
- Brand Personality + Positioning
- Tone Standards
- Logo Design
- Brand Standards
Annandale Village is a nonprofit organization that came to us for support in rebranding its off-campus independent living program which serves adults with mild to moderate developmental disabilities and acquired brain injuries. The organization’s hope was to create and brand a program that appeals to these individuals who seek community-based independent living.
We kicked off the project with a Brand Personality & Positioning workshop to define the program’s brand personality, tone standards and positioning in the marketplace. We also conducted focus groups and interviews to bring clarity to the naming process, brand development and logo design. The name “All In” was chosen to focus on the lifestyle aspect of this new and unique program.
We even included a hidden element as an homage– see if you can spot the letters A and V within the “support blocks” of the logo!
Incorporating “In-” words after the word “All”, like (In)dependent, (In)clusive, and (In)dividualized throughout further enhances the brand’s message.
Throughout brand development, we discussed core values and the feelings we wanted the brand to evoke. The new brand also has ties to the parent organization through the use of Annandale Village’s brand colors.
A central brand statement like the one listed here serves as a clear operating point that will guide the organization throughout their lifespan.
