A Friendly Rebrand From Franke+Fiorella

The leadership team of non-profit organization Little Brothers Friends of the Elderly – MN Chapter engaged Franke+Fiorella to help them rebrand their organization as Friends & Co. They had reached a point where they knew they could serve older adults more effectively if they operated with more autonomy.

The new name was selected for its ability to express the nature of what the organization does – providing connection, companionship and community for older adults – making that approachable, simple and clear. When combined with the visual elements, the color palette reflects vibrancy and joy as well as better reflecting organization’s purpose, mission and values.

“Our new Friends & Co name and brand identity are more welcoming and inclusive for our target audience,” said James Falvey, Friends & Co, Executive Director.  The visual identity system was designed to be more approachable and engaging for older adults as well as volunteers, donors and community members. An interplay of shapes, colors and photos helps to build a strong brand identity while conveying the organization’s compassionate nature and focus on creating meaningful connections.

Franke+Fiorella also developed a comprehensive set of brand guidelines that enables the consistent expression of the brand identity across all communications — from social media and website to events, wall graphics and printed marketing materials. The guidelines, says the agency, goes far beyond logo, fonts and design elements, offering direction around key messages and storytelling, helping to build a strong brand presence from launch day, forward.