Blanchet House Brand Refresh
Blanchet House
BH Brand RefreshApproach
A bastion of strength and comfort in the Portland community, Blanchet House offers food, aid, and essential care to those in need of a warm meal, a safe space, and a sense of home. In preparation for their 70th anniversary, we partnered with Blanchet House to build upon the existing brand DNA and define a forward-looking brand strategy, visual identity, and messaging architecture. Our comprehensive approach needed to convey the breadth of Blanchet House’s core services, key audiences, and future opportunities from both a strategy and design perspective.
Challenge
How does a 70-year-old organization rebrand with a wholly unique look, feel, and tone, while honoring its legacy and remaining recognizable to its core donation and volunteer base? How can we emphasize the critical need for social services while retaining an attitude of hope and optimism for the future?
Solution
We built a strategic foundation that celebrates Blanchet House’s history and outlines the vision, mission, and positioning for the organization’s next chapter. The new tagline, “A Meal. A Home. A Future.,” and brand logo signify Blanchet House’s diverse array of services and reflect the values of warmth, compassion, and opportunity. With a fully updated brand strategy, identity, and copy guidelines, Blanchet House is well-positioned to meet the current and future needs of our community, offering aid, nourishment, and hope to all.
We worked with Blanchet House to reset the brand from their foundation, mission, vision, position to a strong, timeless new brand voice and visual character.
Blanchet House branding is inspired by their mission and commitment to their most vulnerable neighbors.
The “B,” of course, stands for Blanchet — a name many in our community associate with our core values. The house is at the center of the “B” because providing a sense of home is at the heart of all we do.
The pathway within the house represents our programming and direct aid that provides safety and comfort for our guests and residents, wherever they are in their journey.
