The National Campaign to End Poverty in Our Nation, in Our Lifetime
We met the leader of this ambitious and necessary movement at an international unconference on poverty eradication. The Circles® campaign needed strategic planning along with compelling branding to help show national growth potential to major philanthropic institutions.
In two months we helped national leaders of the Circles® Campaign come together around this common vision with a compelling, audacious strategic roadmap.
Scaling Grassroots Success
The first problem we faced was helping to rethink the way Circles® was presented to larger investors. The movement had grown as far as it could given the volunteer efforts in designing materials for training, promoting, and communicating the vision of the organization.
We designed a presentation to put the brand, the movement, and its approach in a much larger context. Those who saw it needed to feel the potential of the movement. We helped refine the “pitch” using clear language, visualizations, and a presentation design that articulated it all succinctly and professionally.
The second problem we faced together was in conducting an audit of all the materials, both online and in print, that Circles® was currently using to promote and conduct its program. When you have a grassroots initiative grow to a point of needing to scale nationally, you end up with a cacophony of volunteer-created content: a pamphlet here using Comic Sans and a PowerPoint there using Garamond.
Rather than create an entirely new look for the brand, we conducted an audit that allowed us to take the best expressions of that grassroots brand and refine it into a hi-fidelity style guide communicating both the heart of the movement and its ability to scale nationally.
Visualizing the Data
Getting data is oftentimes not the problem for great causes. Communicating that data in a way that helps people act on it–that is the art.
We helped bring cohesion to the mountains of data the leaders of Circles® had been collecting for four years, distilling the facts and figures into compelling, clear infographics and slides ready to present inside any document.
Imagining our Nation Without Poverty
Through our relationship with Circles®, the collective mindset of HiDef has shifted from wanting to help manage poverty, to help end poverty forever. And we hope that our involvement in creating a strategy to scale the movement will lead to a mindset shift toward the eradication of poverty in our nation–and perhaps the world.