LESC Non-Profit Brand Awareness and Identity Story
Branding Challenge
As a non-profit organization, the primary focus of LESC is always on delivering quality care to those in need. That can leave little time for branding. Without an internal marketing team to build and maintain a brand presence, LESC struggled to establish brand awareness within the communities they serve, particularly after the COVID-19 pandemic. The lack of visibility also extended internally, with a limited understanding of the different departments and their services across the organization.
Additionally, LESC was unsure of how much brand equity they had, making it difficult to measure the effectiveness of their outreach efforts and overall brand perception. This presented a challenge for our designRoom team. We needed to help LESC reclaim its identity, and strengthen brand awareness both internally and externally.
Branding Insight
Once our team conducted an assessment, including audience audits, interviews, and research, valuable insights emerged about gaps in LESC’s brand awareness. The audience audit revealed that even current LESC clients were often unaware of the full range of non-profit services. While many individuals recognized Su Casa, the residential treatment facility, they did not realize it was part of a much larger organization with a diverse set of programs.
The assessment also highlighted that many prospective clients approached LESC with fear and uncertainty about seeking help. Even the name “LESC” presented an additional challenge. According to clients, it sounded clinical and generic – lacking the warmth and vitality that defines the organization’s staff and culture. To build a stronger connection with the local community and better reflect the vibrancy of the people behind their non-profit services, we needed to redefine LESC.
Branding Solution
As a team, we recognized that LESC needed to break free from the outdated association with the "Lower Eastside Service Center." The name didn’t align with the organization’s evolving mission and the growing services they provide. Our research included extensive internal assessments, surveys, and interviews with LESC staff and executives to craft a more authentic and impactful identity. From this deep dive, four key brand words emerged: Love, Energy, Safety, and Compassion – values that more accurately describe LESC’s culture and services. These words became the foundation of LESC’s refreshed brand.
We also created a new tagline, Resilient Recovery, to drive home the non-profit organization’s dual focus on clients and staff. We designed it to speak to the resilience of clients who are often overcoming significant challenges on their path to recovery. Equally important, it acknowledges the strength and dedication of LESC staff, who consistently believe in their clients, even when clients struggle to believe in themselves.
Along with a new tagline, we also fine-tuned the logo, created new brand guidelines and collateral, developed a new website, implemented an annual report, and launched the Recovery Matters email newsletter featuring articles from subject matter experts and staff members. Through these strategic changes, our creative team provided LESC with a revitalized identity that resonates and builds brand awareness with internal and external audiences.
Branding Impact
The rebranding has given LESC what Valerie Walters, LESC President and CEO, calls “a new introduction” to the organization. Internally, staff are now aligned around the core values of Love, Energy, Safety, and Compassion, fully embracing the new Resilient Recovery positioning. Externally, awareness is growing through the revamped website, active social media presence, and new articles highlighting LESC’s mission.
The refreshed brand is now recognizable and sustainable, creating a stronger market presence and clearer communication of LESC’s full range of services. This new identity lays the foundation for continued growth and success, both within the organization and in the surrounding communities.