Shifting power to the people through authentic rebranding
Our Challenge
The Colorado Blueprint to End Hunger started as an action plan to address the increasing inaccessibility of food for Coloradans. Following a strategic planning process in 2024, the Blueprint embraced a new theory of change and operational framework to shift into a bold policy change organization focused on activating its statewide network. To support this evolution, they engaged Barefoot PR in a comprehensive rebranding project that included developing a new name and mission statement along with organizational values, messaging and visual identity to reflect the shift.
Our Process
Through intensive listening and learning, including engaging community members in conversation and gathering perspectives from new and existing members of the organization, Barefoot PR evolved the Blueprint’s messaging and provided them with a new name and visual identity reflective of their inclusive and multicultural approach. The new name, Provecho Collective – a Spanish term that signifies the culmination of hard work, a moment for gratitude and a toast to nourishment, health and upliftment through food and community – is authentically aligned to their vision to support a food system where everyone can access the food they choose, where they want it and when they need it. By welcoming Spanish into their new name, Provecho Collective demonstrated a commitment to action alongside all community members, including those who speak other languages and come from different cultures. The warm, approachable rebrand resonates with their audiences and serves as an invitation to join them in convening partners, supporting local solutions, strengthening resources and championing bold policy in Colorado and beyond.
Our Solution
Our design team experimented with potato stamps and block printing to create one-of-a-kind shapes for Provecho Collective’s new visual identity which celebrates the harvest and incorporates corn, beans and squash, representative of the “Three Sisters” in many Indigenous agricultural traditions of this land. When planted together, they support each other’s growth while providing complete nutrition. This demonstrates the sophisticated Traditional Ecological Knowledge that Indigenous peoples have cultivated for thousands of years and offers important lessons about interdependence for building resilient food systems.
To support Provecho Collective with the launch of their new name and brand, we developed transition messaging and new brand systems that included brand guides, social media templates and print collateral. We also trained their team on how to update and create new collateral in-house. Our web developers continued bringing the brand to life through an accessibility-focused bilingual website, complete with a comprehensive resource library and volunteer portal.
Key Highlights
- Multicultural Naming
- Bilingual Messaging
- Intentional Branding
Throughout the project, our team took an adaptive and collaborative approach while the Provecho Collective team navigated significant internal organizational evolution. By actively listening and incorporating feedback in real time, we created a nimble process that honored the organization’s transformation and ensured the final messaging and brand identity authentically reflected their bold new direction.
Our Solution
Our design team experimented with potato stamps and block printing to create one-of-a-kind shapes for Provecho Collective’s new visual identity which celebrates the harvest and incorporates corn, beans and squash, representative of the “Three Sisters” in many Indigenous agricultural traditions of this land. When planted together, they support each other’s growth while providing complete nutrition. This demonstrates the sophisticated Traditional Ecological Knowledge that Indigenous peoples have cultivated for thousands of years and offers important lessons about interdependence for building resilient food systems.
To support Provecho Collective with the launch of their new name and brand, we developed transition messaging and new brand systems that included brand guides, social media templates and print collateral. We also trained their team on how to update and create new collateral in-house. Our web developers continued bringing the brand to life through an accessibility-focused bilingual website, complete with a comprehensive resource library and volunteer portal.
Features
- Multicultural Naming
- Bilingual Messaging
- Intentional Branding
Throughout the project, our team took an adaptive and collaborative approach while the Provecho Collective team navigated significant internal organizational evolution. By actively listening and incorporating feedback in real time, we created a nimble process that honored the organization’s transformation and ensured the final messaging and brand identity authentically reflected their bold new direction.
Results
"Working with Barefoot PR was a true partnership from start to finish. They took the time to understand our work and collaborated with us at every step of the process. That approach resulted in a thoughtful, inclusive rebrand that reflects our evolution into a collective action organization dedicated to shifting power to the people. We now have a new name, logo, and multilingual website that not only represents who we are but also helps us build a movement across Colorado to ensure food for all, today and tomorrow."
Delores Ramirez, Executive Director
Meet the Project Leads
Laura Schwinkendorf
Director of Strategy
Nadia Rendón Talavera
Bilingual Strategy Associate
Tara Riseley
Senior Design Specialist
