P A S S I O N P R O J E C T
Expanding Access Through Design
How a refreshed identity helped a community non-profit communicate its full scope of services.
The Communication Gap
The Rockbridge Area Relief Association (RARA) has always been an important lifeline for people in need—but most folks in the community knew it primarily for its food pantry. This narrow perception overlooked RARA’s broader efforts, like providing housing and financial support to families.
I partnered with RARA’s board and staff to create a refreshed identity that preserved its familiar, trusted name while highlighting the full range of its services.
Reflecting the Mission
I started by listening —holding multiple feedback sessions and exploring different design directions. Together, we arrived at a clear, meaningful identity that felt true to RARA’s roots but also spoke to its growth and inclusivity.
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Clearly showcased all of RARA’s offerings—not just food assistance, but housing, financial help, and community support.
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Created simple, unified visuals and messaging that made it easier for people to recognize and connect with RARA across all communications.
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By thoughtfully updating its brand while keeping the familiar name, RARA reinforced its trusted role in the community while signaling growth.
Enduring Impact
The new logo was thoughtfully crafted, with letters closely aligned to symbolize community unity, and an extended crossbar on the final ‘A’ to visually communicate outreach and support.
