The Diocese of Miami was first created in 1958, and under the leadership of its first bishop Coleman Carroll it rapidly expanded and was elevated in 1968 to the rank of Archdiocese. Today the Archdiocese is home to over one half million South Florida Catholics throughout its 109 parishes and 62 schools. Each year, the Archbishop's Charities and Development Drive (ABCD) raises millions of dollars in support of Catholic charities and people in need. When the Archdiocese decided to undertake a complete re-branding of this campaign, they turned to us to help them accomplish their goals. We worked with their development department to analyze past campaigns, to understand their donor base, and to strategize about their current goals and targets. Although the campaign received substantial dollars from low and moderate income households, the Archdiocese wanted to specifically target individuals in high income brackets—a part of their base that they felt they could grow. In response we designed the new branding and materials to project a sophisticated and elegant style which was a significant departure from past campaigns. We used a blue and gold color scheme which were the primary colors of the Archdiocese's seal, and incorporated the current Archbishop's crest into the final logo. A palm tree graphic was also inspired by elements within the seal of the Archdiocese and is featured prominently within the new mark.
We designed an array of collateral materials in english, spanish and creole that the Archdiocese used to promote the campaign including brochures, posters, gala invitations, donor forms and envelopes, direct mail pieces, flyers and advertisements. In its first year the campaign far exceeded expectations and easily surpassed their fundraising totals in previous years. For many years we continued our work on ABCD, overseeing several more re-branding efforts triggered by the arrival of a new Archbishop and development director. As our involvement grew, our responsibilities expanded to include design and branding for many other Archdiocese publications and fundraising events.