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With the ever escalating rents in New York City, the Perry Street AA group needed to generate more donations to keep their doors open. For this pro bono project, the group’s Steering Committee asked Mermaid, Inc. to create a logo and a branding campaign that would generate awareness of the group’s plight and promote their fundraising initiative.
In consulting with various group members, Mermaid, Inc. discovered how much the group members loved Perry Street. To showcase this, we used a heart emoji in the logo. The heart emoji also conveys the groups warm, welcoming and inclusive qualities. The branding is fun & iconic reflecting the personality of the group. It appeals to the group's diverse group membership and attracts prospective members.
The group members are delighted with their new branding and logo, and they report that donations have increased significantly since its rollout.