Stepping Stones Design & Branding STEPPING STONES by Landor New York

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Industry Charities, Foundations, Volunteers, Racial/Ethnic/Handicapped/Minority Awareness
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Richard Westendorf
Designer Kris Linkuge
Released September 2011

Credits & Description

Category: Charities & Not For Profit
Product/Service: STEPPING STONES
Executive Creative Director: Richard Westendorf (Landor)
Associate Design Director: Adam Waugh (Landor)
Designer: Kris Linkuge (Landor)
Associate Design Director: Joe Napier (Landor)
Associate Client Director: Elizabeth Heist (Landor)
Client Associate: Tim Mcdonald (Landor)
Client Associate: Christina Hemmer (Landor)
Writer: Lisa Dolan (Freelance)
Media placement: Logo/Visual Identity - Multiple Touchpoints - 9/27/11 To Today

Describe the brief from the client
Stepping Stones provides a community of inclusion with programmes that increase independence and improve lives for children and adults with disabilities. Their programmes give clients a unique sense of belonging and community.

Stepping Stones Centre conducted research with focus groups to take a look at many different aspects of the organisation including their visual identity and tag line. Many of those surveyed felt that the existing visual identity did not match the positive experiences their programmes creates.

Describe the challenges and key objectives
Stepping Stones mission is to create pathways to independence for people with special needs.

Our objective was to develop a visual identity system including logo for Stepping Stones Centre, that would better communicate that mission in a more transparent way while also highlighting Stepping Stones positive equities. It had to be flexible enough to appeal to clients and professional enough to inspire confidence in donating to this organisation.

Describe how you arrived at the final design

Our inspiration was stepping stones.
A stone is created by nature, unhewn and strong.
Place another stone beside it, a pathway forms.
Each step is a progression toward independence, not alone but with a community who cares.

Give some indication of how successful the outcome was in the market

"Stepping Stones turns 50 in 2013 and this new branding helps move us forward with a strong image. It captures the agency’s energy without losing its roots. The look is fresh, innovative and uniquely “us.” The whole exercise invigorated the staff and promoted a stronger feeling of ownership" - Chris Adams, Executive Director of Stepping Stones.

"We have already received many positive comments from the staff, board members, parents of participants and other supporters. I especially appreciate the continuing support as we use our new identity system in practical applications such as fund-raiser collateral materials, a new website and brochures" - Lynn B. Groh, Stepping Stones Marketing And Communications.