Approached in 2018 to design and rebrand the annual recruiting event for Big Brothers Big Sisters of Tarrant County. The purpose of the event was to bring attention to the kids in the program without mentors. A new logo for a completely refocused event needed to represent a clear shift from the past — modernizing the identity without becoming entirely unrecognizable.
"Fill in the Blank" became the tagline — fill it in with the name of the "Big", or the "Little". This meaning takes on an expanded role for the promotional postings. A question like "Who was the biggest influence on your life?" was followed by an invitation to fill in that blank.
The social campaign was developed to encourage people to think about a mentor, or a "big", that may have been there for them during their childhood.
The email campaign intentionally treated the guests and the event as a secret — vaguely promoting an unveiling, mentioning only the date, location, and time. As the event approached, we began promoting prominently featuring the speaker, Rocky Garza. Posters and flyers began to make the rounds in Tarrant County.
