Every so often, we get the opportunity to work on a passion project. As a longtime board member, co-leading the rebranding efforts for Nourishing Hope (formerly Lakeview Pantry) definitely qualifies. Even prior to the pandemic, Lakeview Pantry, Chicago’s largest food pantry, was outgrowing its name from a geography served and services standpoint.
The pandemic necessitated further growth and change, and the organization stepped up to meet the dramatic increase in needs driven by the ensuing economic upheaval. While clients needing food assistance grew +400% in the early days of the pandemic, demand for the organization’s small-but-mighty mental health services also increased.
Creating a brand that encompassed everything the organization is today while also leaving room for further evolution, without alienating clients, donors or volunteers was a big challenge. Dozens of people across the organization were involved, working together with the creative leadership from the Substance agency which developed the new name and logo.