Community Food Centres Canada (CFCC) wanted to launch a new peer-to-peer fundraising program to help raise money to support programs that help low-income families access good food and food programs at Community Food Centres across Canada. CFCC is an organization that builds health, belonging, and social justice in low-income communities through the power of food. My team and I came up with the name, The Big Social, and a fun new brand had begun.

A handwritten wordmark was created to give the program a friendly, personal, and fun party invitation look. A tagline was also created and translated for the Quebec market. The new brand needed to work with the organization's logo so logo lockups were also created.

A secondary set of logos were created to add a whole lotta fun and playfulness to the brand. Different logos could be used in different media. Even fun animated GIFs were made to use in emails, on the website, and in social media.

Look at all these fun logos! Aussi en français!

Photography was incorporated into the brand to reflect the diversity of Canadians, with the master logo's "O" used as a window into the fun.

A 49-page brand guideline was developed to help the organization execute the brand across a multitude of platforms and media.

These are some of the social media ads created to help introduce The Big Social and invite hosts to register and throw their own Big Social. Some included party photos with the master logo branding overtop highlighting food or fun, some included an animated GIF with various secondary logos, and some social ads included playful videos or the PSAs we created that also appeared on Global TV and The Food Network nationally, featuring celebrity chefs Lynn Crawford and Nicole Gomes. So fun creating these spots with them!

PSAs featuring Chefs Lynn Crawford and Nicole Gomes.

Fun social media videos appeared in Facebook and Instagram.

And all these social media ads, videos and PSAs led people to a website where they could not only learn more about what The Big Social was and how it would help low-income Canadians access good food all year long, but also let them register and create their fundraising page right there and start inviting friends and family to their Big Social.

A closer look at the website below. www.bigsocial.ca

The brand is reflected in their emails too.

And print ads in Toronto Life!

Out-of-home, transit posters and street hoardings were also suggested and included in the brand guidelines. Maybe next year!

Fun swag for their Big Social hosts and brand ambassadors.

The best part of this fun, new peer-to-peer fundraising program and brand? It exceeded the initial goal of $100K for its first year... by almost 4 TIMES!! Can't wait to see how BIG The Big Social will get next year.

Credits: Grassriots Inc.

Paul Bonsell, Creative Director

Deborah Caprara, Art Director

Jane Ayer, Copywriter

Danielle Cole, Web Developer

Matt Cooke, Web Design

Morgan Radbourne, Account Director

Andy Keen, Director

Paula Hicks, Editor at Saints Editorial

Christina Palassio, Director of Communications, CFCC

Client: Community Food Centres Canada (CFCC)