REBRANDING A NON-PROFIT ORGANIZATIONIN THE MIDST OF A GLOBAL PANDEMIC
Team IMPACT is a non-profit organization that tackles the emotional trauma and social isolation experienced by children facing serious and chronic illnesses by matching them with a college athletic team. Through their two-year therapeutic program that complements their medical treatments, children develop relationships and skills that help them complete the full circle of healing.
When Team IMPACT came to Tiny Bully, they were already well positioned to make life-long differences for children with chronic illnesses, as well as student athletes who welcomed them onto their teams. However, as their program continued to scale to a national level, they needed Tiny Bully’s help to develop a strong point of difference while breaking through the noise, inspiring audiences and galvanizing followership.
With a variety of high-level challenges, such as competing charities, multiple audiences and attribution of the child/athlete matches to the brand, the Tiny Bully team jumped in to deliver updated, more pointed positioning and messaging, as well as an updated visual aesthetic; all of which was to be used on the website, collateral materials, digital executions and more.
REFOCUSING IN THE FACE OF PANDEMIC
Amidst the rebrand project, the COVID-19 pandemic hit the US, forcing Team IMPACT and the Tiny Bully teams to refocus. Given Team IMPACT’s identity and mission with children with illnesses and collegiate sports teams, and the global pandemic causing schools to shut down and increase risks with children who are already ill, Tiny Bully regrouped and reprioritized efforts.
The focus shifted to developing a virtual summer series that Tiny Bully branded Unstoppable Summer Series that focused efforts for children to continue building relationships with their matches, encouraged virtual events, and more.