Case Study: Hands On Atlanta Day Identity
On any given day, Hands On Atlanta volunteers are at work all over the greater Atlanta area providing assistance to people in need, such as spending one-on-one time with nursing home residents, tutoring and mentoring students in our lowest performing schools or feeding the hungry at a homeless shelter. Hands On Atlanta brings thousands of volunteers together with the non-profit organizations who need them.
However, what many think of when they hear "Hands On Atlanta" is the organization's single largest volunteer event, "Hands On Atlanta Day." With over 16,000 people completing more than 200 projects in a single morning each October, it's hard for this day of impressive accomplishments not to take center stage. Hands On Atlanta approached see see eye with a dual challenge: develop an identity program to promote the day and, at the same time, raise awareness of the fact that the organization, its volunteers and corporate partners are hard at work throughout the year.
see see eye developed a logo and tagline for Hands On Atlanta Day. Based on a "four seasons" theme, the logo incorporated a reinterpretation of Hands On Atlanta's heart/hand logo, a visual suggestion that the organization's work reaches beyond a single day. We also suggested the tagline: "The 365th Day in a Year of Service," to celebrate the day as well as to acknowledge the group's year-round efforts.
see see eye's work for Hands On Atlanta Day appears citywide on posters, postcards, T-shirts and newspaper inserts, and forms the basis of a Flash microsite we designed and produced. The site, at www.handsonatlantaday.org, gives potential participants a glimpse of the Hands On Atlanta Day experience through photos of actual projects and volunteers, a timeline of the day's events and a section addressing common questions. The result? An attention-getting identity program that spreads the word about this special day while raising the visibility of Hands On Atlanta, its sponsors and the thousands of volunteers making a difference in the community every day
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