Turning a Rich History into a Clear Story

The Worker is a Phoenix nonprofit helping people experiencing homelessness, low income, and other barriers pursue self-sufficiency through employment. Its leaders felt the brand no longer reflected its employment-first focus and needed a clear, collective story that could work across audiences while honoring its history.

• Brand Strategy: Led an in-depth exploration session to clarify St. Joseph the Worker’s purpose, positioning, and identity.
• Core Identity: Developed a clear foundation for the brand, defining the organization’s why, what, how, and who so staff, board members, partners, and other audiences could more consistently understand and communicate what St. Joseph the Worker does.
• Brand Positioning & Voice: Built a comprehensive Branding Toolbox that included brand positioning, narrative, persona, tone, and audience guidance to create consistency across marketing, social media, fundraising, and organizational communications.
• Target Audiences: Created detailed audience personas to help St. Joseph the Worker better understand the people and groups it needs to reach.
• Messaging: Developed a Message Toolbox with a message triangle, elevator pitch, FAQs, talking points, and audience-specific messages.
• Visual Identity: Guided St. Joseph the Worker through a full visual identity process, including a mood board, logo concept development, and Brand Guide, resulting in a refreshed identity designed to better reflect who the organization is today.