The Family Tree
Great Chefs' Dinner Integrated Brand Identity
How did we create a look and feel for an event that’s all about the feels? Scroll and see how we applied their brand identity to The Family Tree’s website, emails, videos and more.
ABOUT THE FAMILY TREE
The Family Tree is Maryland’s leading authority for the prevention of child abuse and neglect. As a non-profit, they depend on donations and fundraisers—the biggest of which is their yearly Great Chefs’ Dinner. Plain and simple, the more money they raise, the more families they raise up.
Planit's Solution to the Challenge
Big, bold, colorful vibes. And all kinds of kumbaya.
Organizational changes and other significant moves for The Family Tree seemed to scream, “Let’s make a statement this year!” without forgetting that this is all about connecting and collaborating to strengthen families and communities. Challenge accepted. This was going to be a celebration of spirit and togetherness.
Embarking on this journey with The Family Tree, Planit infused every step with vibrant, bold, and colorful creativity, showcasing strategic branding, digital marketing, and fostering community engagement. It was more than a project; it was a vibrant declaration of change, an inspiring chapter of partnership dedicated to fortifying the connections within families and across communities.
Our arsenal, rich with cutting-edge design, compelling narratives, and precise digital engagement strategies, was meticulously utilized to craft this mosaic of unity. What was the result? A vibrant showcase of solidarity and connection that echoed in every visual detail and dialogue possible.
Powerful, passionate people.
At The Family Tree, their vision is that all children are raised in safe and supportive families and communities. They do that through proven, research-based programs that strengthen families and break the cycle of abuse and neglect.
It was important for this campaign to highlight the selfless and dedicated people in the trenches, day in and day out, and ensure that the stories we told about their work were as vibrant as the campaign itself.
Hear more from The Family Tree’s dedicated employees and learn how they impact Maryland’s communities.
Throughout this video, you’ll see how Planit interjected an integrated brand identity without diminishing the powerful message.
The results are real.
The impact this event has is real. Thanks to their constituents, The Family Tree is able to reach more than 19,000 individuals with research-based programs and services that empower families and provide support to communities.
This work is only possible through outside support like donations, so it is important to make sure donors understand their impact when participating in this fantastic event. By infusing The Family Tree’s brand identity, Planit helped increase awareness and build excitement for the event’s impactful results.
Hey hey, JJ!
The chef for this event didn’t just align with the spirit of the work; he helped inspire it.
JJ Johnson is a James Beard Foundation Book Award winning chef, TV Personality and Author best known for his barrier-breaking cuisine informed by the Caribbean flavors of his upbringing. Chef JJ’s signature cooking style combines culturally relevant ingredients and classical technique with a global point of view.
JJ’s restaurant, FIELDTRIP, has donated over 220,000 meals to support the Harlem community and feed frontline workers during the pandemic highlighting why he’s such a perfect fit for The Family Tree’s event.
Socially show stopping.
Visually stunning creative assets completed by the Planit team were showcased throughout different marketing channels, including social media, website banners, invitations, a video to be played at the event and more to help bring awareness to The Family Tree’s mission and the Annual Great Chefs’ Dinner.
Oh so inviting.
Everything Planit designed for The Family Tree, even the info-heavy stuff, needed to say, “You gotta be here.”
And they were there. The Family Tree, thanks to its supporters, raised over $931,000 to support child abuse prevention and family strengthening programs, helping the organization reach more parents, serve the community, and provide hope for families.
