THE ASK

As the 11^th recipient of the McGuffin Grant Marbleseed, formerly known as the Midwest Organic & Sustainable Education Service (MOSES), sought guidance in reinventing the organization from a brand level. The name MOSES was confusing and posed challenges for the organization’s future growth and brand awareness. The goal of the board of directors and staff, a group deeply committed to organic and regenerative farming, was for the organization to be a leader in the transformation of the farming ecosystem for farmers and food justice for eaters.

THE ANSWER

McGuffin helped consult and provide exploration guidance for a refreshed brand name and brand identity, providing a more contemporary and progressive look reflective of their mission. We identified core organizational beliefs and a vision that would inform the direction of the brand. MOSES established a new name, Marbleseed (a native Midwestern prairie plant), and brand identity that was reflective of the organization’s mission and their commitment to equity throughout the food system.

THE ASK
As the 10th recipient of The McGuffin Grant, Remote Energy needed help selling in their mission and services. While the organization had grown considerably since its 2017 inception, in order to expand their services to more communities they were tasked with explaining complicated topics to government agencies unfamiliar with PV technology. And the arrival of a global pandemic only complicated matters further. 

THE ANSWER
McGuffin worked with Remote Energy to create sales materials they could use to quickly and confidently explain who they are and what they do to potential funders and technical institutions. After a consultative brand discovery session and several messaging audits, McGuffin took the information and created a comprehensive pitch deck to explain Remote Energy’s mission and services. The deck included not only program information, but data visuals that broke down complex data into easily digestible graphics. The result was a ready-to-use presentation and refreshed brand messaging guaranteed to inform and engage future stakeholders. 

THE ASK
As the ninth recipient of The McGuffin Grant, Lakeview Pantry sought brand consultation and messaging support for their approaching 50th anniversary. 

THE ANSWER
McGuffin consulted with Lakeview Pantry to assess their current messaging across platforms. With an already outstanding community presence, we advised communications and marketing strategies to further the brand’s reach and simplify existing communications in order to serve even more community members.

THE ASK
As the eighth recipient of The McGuffin Grant, Bernie’s Book Bank wanted a capabilities brochure that would speak to disparate stakeholders: volunteers, benefactors, book donors and corporations that used their modern, inviting distribution facilities for events. The brochure would encapsulate their mission and inspire their various constituencies to get involved with the organization.

THE ANSWER
The brochure is a summation of the unique, fast-growing and invaluable community asset that Bernie’s Book Bank is. Using statistics, quotes and original photography, the brochure tells the story of “Books for a Better Life,” how Bernie’s gets books into the hands of children who need them most and the ways those books transform lives. Written to speak to a diverse audience, it’s an accurate and engaging picture of an organization doing real good and making real change.

THE ASK
As the seventh recipient of The McGuffin Grant, The Honeycomb Project sought to increase interest in participation from both potential volunteers and corporate sponsors as well as update the look and feel of their existing recruitment materials.

THE ANSWER
McGuffin worked with The Honeycomb Project team to create a series of branded materials to help reach potential volunteers and partners, including brand identity standards, positioning statement, company informational brochures and a corporate sponsorship guide. With consistent branding across digital and print materials, the team felt confident that the communication tools provided would engage, inspire and mobilize new volunteer families and corporate sponsors to invest time and resource into The Honeycomb Project.

THE ASK
As the sixth recipient of The McGuffin Grant, Purple Asparagus hoped to expand their successful Delicious Nutritious Adventures program to more children throughout Chicagoland and beyond to other urban areas in need of healthy food advocacy and education. Taught by trained staff and volunteers, Delicious Nutritious Adventures is a monthly lesson where students learn about a new ingredient in school by tasting it and “cooking” with it, taking their learnings home to their families.

THE ANSWER
To increase interest and facilitate expansion of the program into new classrooms, McGuffin developed a marketing strategy with the Delicious Nutritious Adventures Program Pack. This pack included a new program logo, a printed guide with instructions for new program participants and monthly themed handouts for students with recipe cards, ingredient information and more. The packs provided program information while clearly conveying Purple Asparagus’s mission and core values to new volunteers, students and teachers.

THE ASK
As the fifth recipient of The McGuffin Grant, Options for Youth approached McGuffin to refresh the program’s brand identity and public presentation. While Options for Youth had been helping young people in Chicago communities for over 30 years, the organization was missing out on potential connections with more youth and philanthropic partners with an outdated website and unclear communications of its mission and program information.

THE ANSWER
McGuffin got to work by creating a new logo and a completely revamped website. The work powered by The McGuffin Grant helped Options for Youth establish greater awareness and understanding of its distinct programs, build a stronger visual connection of the organization to local and regional communities, and enhance relationships with philanthropic partners.

THE ASK
As the fourth recipient of The McGuffin Grant, Traveling Stories wanted to create a new campaign to raise awareness and encourage donations for their two franchising opportunities: StoryTents and World Library.

THE ANSWER
Under the umbrella of “Mybrary,” McGuffin created a new campaign identity, bringing the Mybrary imagery and language to Traveling Stories’ website. McGuffin also designed an email campaign to raise awareness and created a promotional bookmark.

THE ASK
After spending years operating out of church basements, Mama’s Kitchen moved to a permanent location to house their operations as the need for their services increased. As the third recipient of The McGuffin Grant, Mama’s Kitchen wanted to create a fundraising campaign to support the organization’s new home, as well as its day-to-day operations.

THE ANSWER
McGuffin and Mama’s Kitchen created a capital campaign called “Give It to Mama.” McGuffin developed a campaign logo to support the theme, a campaign landing page, handheld signs and informational handouts that were given out during the San Diego Pride Parade. All materials included a link to the campaign landing page, allowing users to make donations to support Mama’s Kitchen.

THE ASK
As the second recipient of The McGuffin Grant, Global Mamas wanted to create a campaign to reach potential volunteers and interns whose talents help the organization achieve its mission and who, in return, enjoy a one-of-a-kind African cultural adventure and learning experience.

THE ANSWER
McGuffin produced sell sheets and hand-screened posters that challenged students to “be the one who does something you never thought possible, somewhere you never thought you’d be.” The materials were distributed to internship advisors at selected universities. McGuffin also provided a roadmap to refresh the Global Mamas website, updating the voice and simplifying navigation to better highlight internship and volunteer opportunities.

THE ASK
As the first recipient of The McGuffin Grant, Coat Angels wanted to partner with Chicago-based bars and restaurants that would donate a percentage of sales of specially selected menu items to help Coat Angels buy more coats, fleeces and hats for children in need.

THE ANSWER
With a sponsorship from Time Out Chicago, the Drinking & Dining for Warmth program was born. McGuffin created a program logo and produced a variety of support materials like window clings, menu templates and online ads to promote the program and increase participation from diners.