Brand Strategy
July 21, 2021

Historic Westside Gardens

Historic Westside Gardens is a small food justice nonprofit in the Atlanta Westside. They envision an Atlanta where every Westside Atlien has access to fresh and affordable produce.

Maura Fitzpatrick
Brand Strategist

Challenge

How might we be grassroots activists and professionals?

HWG is proud to be a grassroots organization. They aren't here for frills or to look a part. They are here to do the hard work. They like to get into "good trouble." It is very important that HWG maintains their voice: loud, rebellious, and gritty.

While HWG is committed to keeping their grassroots voice and nature, they recognize that they need to improve their appearance as professionals. Being grassroots means that they are creative, gritty, and hardworking-- but it also often means that they are disorganized, chaotic, and aimless.

Brand Strategy

Brand Statement

Food justice is racial justice

Historic Westside Gardens is a food justice nonprofit dedicated to increasing access to high quality, affordable produce in the Atlanta Historic Westside. We are a small, grassroots organization guided by the principles of equity, inclusion, and innovation.

We partner with emerging black leaders and trailblazers in Atlanta and invite them to be a vital part in growing abundance in Atlanta’s most historic neighborhood.

We make sure our voice is confident, engaging, and -most importantly- unafraid to challenge consensus. We believe that food justice is tightly intertwined with racial justice. By working together, we turn the Historic Westside from an oppressed food desert into an active and lush oasis.

Brand Attributes

This we believe

During the strategy workshop, we reflected on HWG's perception of themselves. We listed several dozen adjectives to describe their values, audience, voice, feelings, impact, and x-factor.


Brand attributes exercise

Target Audiences

Yes, we're talking to you

HWG was asked to list their three top target audiences, as they relate to their needs. Their most pressing need was fundraising, so they dedicated the first two audience personas to potential donors. Their second most pressing need was recruiting Westside residents to sign up for their programs. They dedicated their third audience persona to their ideal service user.

The Ideal Donor

The Grant Funder

The Service User

Brand Story

Be the guide, not the hero

Nonprofits too often position themselves as the hero of the story. It is far better to position yourself as a guide to the hero. Based on Donald Miller's book Building a Story Brand, we crafted a "story" that positioned the primary target audience as the hero, and HWG as the guide.

Marketing Plan

Fancing meeting you here

We know who we want to reach. We know what we want them to act on. We even know how we would like to talk to them. But how do we catch their attention, pique their interest, build their trust, and earn their loyalty? A marketing funnel helps us understand how to do just that.

Marketing Funnel


User Journey

Content ideas

Brand Positioning and Marketing Deck

Put it all together

Using the insights from the brand audit, strategy workshop, and personal research, we created a comprehensive brand positioning and marketing deck. This deck is an anchor for any marketing or fundraising campaign. They can use this deck to create relevant social media posts, apply for grants,  hire a web designer, and so much more.

View Brand Deck