Starlight

Situation
Summary background of the organization
Starlight MidAtlantic, a subsidiary of the Starlight Children’s Foundation, works directly with families of children with serious illnesses to provide resources and support during difficult times.

Obstacles
The communication challenges faced
Consistency with their visual identity was the major issue facing Starlight. With a parent organization changing their logo five times over the past two years, building brand equity and recognition was a major problem.

Solution
The steps and solution taken by the CreateAThon team
During the session with the consultant, a series of recommendations was developed for further identifying elements. A key recommendation was to make a decision about which of the logos, color schemes, taglines, and key messages they would use for a duration of five years. Doing this would allow the group to solidify and establish a firm identity that would increase its recognition among its various audiences. Also during the consultation session, methods to boost their donation base, such as direct mail, were discussed.

Using recommendations developed during the consulting session, the designers developed an approach to the materials that addressed each of the recommendations. The resulting designs made a solid first step in making their identity consistent across all visual marketing tools. The new designs were both warm and engaging, as well as featuring a call to action promoting change. The work revolved around 4 items: a brochure for parents and children, a brochure for donors, a year-in-review piece to be completed at a later date by the Starlight team, and finally a palm card (one that can easily fit into your hand, as opposed to a postcard) for handing out at events featuring information on the group.

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