The fight against hunger presents a number of significant challenges to any organization that seeks to take it on. It is estimated that as many as 50 million Americans face hunger every year. These dire circumstances are what made us jump at the opportunity to work with The Foodbank of Monmouth and Ocean Counties. Through our extensive research, we discovered they are at the forefront of a new generation of organizations that understand that the numerous causes of hunger are incredibly complex and cannot be countered by simply providing food. To fight hunger, it is essential to provide services that equip individuals with the tools necessary to escape hunger permanently.
Since they do so much more than just provide food, we determined that “The FoodBank of Monmouth and Ocean Counties” had largely outgrown their name. Instead of a name that created a one-dimensional perception of the organization, BrandTuitive knew that they needed a name that embraced the full breadth of their operation: Fulfill. This new name more clearly represents their brand personality and reflects that they do far more than just feed people — they fulfill them. The rebranding positions Fulfill as more encompassing than just a food bank and conveys the groundbreaking nature of their approach to fighting hunger.
Their new name now ties together the varied services that Fulfill has been offering for years, such as culinary training, tax refund guidance, SNAP enrollment assistance and healthcare signup support. At the same time, the name also communicates a memorable and engaging call to action for anyone hearing it, reflecting an organization that believes in action.
The rebranding included a new tagline as well. “Hunger Won’t Win Here” dramatically expresses the confident brand personality of Fulfill. In order to maintain brand consistency, we eliminated unsure and ambiguous language from their website and marketing materials. Fulfill had to definitively state that they were fighting hunger and winning.
Results that indicate how effective Fulfill is as an organization are also positioned front-and-center as part of the rebranding. These statistics showcase Fulfill’s incredible efficiency. They include the fact that 95 cents of every dollar goes directly to their programs, and that they deliver approximately 12 million meals a year to people in need.
To see the redesigned Fulfill website or to get involved with Fulfill go to Fulfillnj.org