The Rockbridge Area Relief Association (RARA), a non-profit dedicated to offering housing, financial, and food assistance in Rockbridge County, was on the brink of a milestone and recognized the need for a brand refresh.

Despite RARA's multifaceted support services, many local residents mistakenly perceived the organization solely as a food pantry. The existing brand featured an outdated, monochromatic logo pieced together with clip art and text, failing to capture the organization's essence or effectively convey its value.

We embarked on a mission to revamp RARA's brand, starting with a fresh design that retained its widely recognized nickname, "RARA," ensuring continuity with its established reputation within the community. The letterforms were deliberately arranged in close proximity yet retained their individuality, symbolizing unity and cohesion. Notably, the crossbar of the final "A" extended beyond the confines of the block, evoking a sense of outreach and connectivity, echoing RARA's commitment to extending support beyond traditional boundaries.

This transformation has had a significant impact. With the flexibility of the new visual library and updated messaging, RARA can now implement the brand across more channels and communications, enhancing their outreach and reinforcing their multifaceted support services to the community.