THE CHALLENGE
Thompson had outgrown its legacy brand. Decades of service to children and families across the Southeast had transformed the organization into a multi-service nonprofit — but its identity still reflected an earlier, narrower era.
Three pressures drove the rebrand:
Brand–organization mismatch. The visual identity and messaging didn’t communicate Thompson’s modern, multi-service footprint or its expanded geographic reach.
Audience fragmentation. Thompson needed to reach three distinct audiences; donors, volunteers, and prospective foster parents, each with different motivations and decision triggers.
Heritage vs. relevance. Any rebrand had to honor decades of organizational history while making Thompson feel current to a younger, digitally-native audience.
THE APPROACH
BRK led with strategy before design. The work was structured around four interlocking pillars:
Brand Strategy & Positioning.
We aligned Thompson’s leadership on a unified positioning that captured the organization’s modern identity without abandoning its heritage. The Changing Lives Changes Everything platform emerged here.
Visual Identity Redesign.
A refreshed logo, expanded color palette, and updated design system — built to flex across digital, print, and motion applications while signaling modernity, warmth, and impact.
Messaging Architecture.
Audience-specific messaging tracks for donors, volunteers, and foster parents, all rolling up to a shared narrative built around hope, resilience, and community impact.
Integrated Activation.
A multi-channel awareness campaign followed by targeted lead capture and email nurture sequences – engineered to move new audiences from awareness to action.
THE EXECUTION
Multi-Platform Awareness Campaign
The Changing Lives Changes Everything campaign launched across paid social, display, and video, introducing the refreshed Thompson brand to new audiences and re-engaging longtime supporters.
Digital Marketing & Lead Capture
Conversion-focused landing pages and audience-specific calls-to-action turned new awareness into measurable email signups across all three audience segments.
Email Nurture Campaigns
Segmented email journeys for prospective donors, volunteers, and foster parents — each designed to move contacts toward a specific next action.
Motion & Web Design
Brand expressions extended into video and a refreshed digital experience, giving Thompson a consistent presence across every touchpoint.
