Community Action Coalition

Brand Strategy, Visual Identity, Print & Digital Collateral, Web Design & Development

Reinvigorating a longstanding nonprofit

With new leadership, Community Action Coalition for South Central Wisconsin (CAC) called on us to breathe new life into a brand that had grown stale.

CAC works to end poverty across Dane, Jefferson and Waukesha counties. They focus on housing security, food security and essential resources to make systems change from every angle.

Our rebrand strategy solves two key problems: first, to make the dynamic, transformational and approachable nature of the organization stand out. We go bold with color, graphics and a strong brand voice with clearer calls to action. Second, address the lack of awareness about the organization’s scope of work. Clean iconography and program-specific messaging help us paint a clearer picture.

We felt challenged to say everything at once, but eventually uncovered a motif: this idea of 'making a mark.' The entire brand is about action and impact.

Danny May


The logo is rich with symbolism. An enlarged ‘a’ emphasizes action, and chevrons show growth and motion while doubling as rooftops to depict housing security. The trio also represents the three areas of service and the three counties.

While its goals are universal, CAC achieves them by targeting the needs of each client they serve. CAC's work to bring equitable solutions to the people in the greatest need requires creativity and a very personal approach. We developed a thumbprint shape to reflect this strategy of targeted universalism.

The visual system features a series of icons in this signature shape that denote key service areas and core offerings.

The whole process of working with the Cricket team has been amazing. The board was impressed, and we couldn’t be more excited about our new brand.

Amber Duddy

Executive Director, Community Action Coalition for South Central Wisconsin

CAC launched a new community event across the three counties to distribute thousands of coats and provide other free services to help families stay warm and healthy. We named the event Winter Glow and created visual identity and messaging. In the event's first year, CAC saw record engagement in both donations and distributions.