Flexible brand identity for large-scale adoption.
Although more than 40,000 students in Central Iowa qualify for free or reduced-price lunch, only about 3,000 children take advantage of these free summer meals administered by United Way of Central Iowa. Through discussion with stakeholders, we realized the summer meals program site coordinators needed clarity of message, a visual identity and materials to help them promote the program more consistently and broadly.
The “See You This Summer!” concept ZLR Ignition developed uses colorful, flat illustrations and shows diverse youth, appealing to the different social and ethnic backgrounds of the kids that are served. The concept gives a feeling of excitement, anticipation and sense of coming together. We created flyers, posters, bookmarks and social media posts, among others. All materials that can be easily circulated by people like schoolteachers and community leaders.
The new identity for summer meal meetups was so well-received that school districts across Iowa are requesting the materials be adapted to promote their local meal programs.