Rebranding Seasonal Content into Year-Round Engagement

I designed the brand identity and promotional system for Branch Out, transforming a two-month seasonal campaign into a sustainable year-round engagement program.

Challenge

Seasonal content had limited lifespan and reach. The organization needed a flexible system that could maintain audience engagement across 12 months while serving diverse interests — including participants who don't typically engage with group programming.

Solution

A complete brand identity with supporting materials across multiple channels: in-branch digital and print signage, newspaper advertising, collectible enamel pins, a program booklet, and updatable staff-facing templates. The system was designed for sustainability, allowing staff to refresh content without starting from scratch each cycle. The identity proved portable enough that other staff independently extended it to the website, social media, and email communications without redesign.

Impact

• Transformed a two-month seasonal campaign into a sustained year-round program

• Attracted participants who don't typically engage with group programming — one described it as "a book club for introverts"

• Brand system extended across channels beyond original scope