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.

For the group’s Fundraising Dance brand positioning, we used the tag line “It’s Sober, Not Somber. Dance Your A** Off.” For the fundraising logo, we incorporated the word “Dance” into the “I Heart Perry Street” Logo, thus keeping all the materials in the same recognizable brand family. We wanted to create something that would be accessible, memorable and fun. The branding campaign helped create a buzz and generate excitement about the fundraising dance.

Our branding work helped increase awareness and made the fundraising dance a huge success. People did indeed Dance Their A** Off! One last note, a person who came to the dance loved the red $15 admission price poster “It’s OK to Double Dip...” so much that they asked to buy it when the dance was over :)