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Anne Carlsen Center
The Anne Carlsen Center for Children in Jamestown chose Odney to develop a branding campaign and to help with the opening of their new resource center in Grand Forks. We reviewed their brand positioning and marketing materials and discussed refining their brand to more clearly communicate who they are and what they do. We recommended a name change to "The Anne Carlsen Center," dropping "for Children" as they serve adolescents and young adults as well, and their services benefit entire families and communities.
We developed a strategy based on a new tagline: "Nurturing abilities. Changing lives." The client was committed to the existing logo depicting a butterfly, which we felt needed refinement. They agreed to allow us to present logo options, but informed us that we would have to "wow" them. We used their butterfly concept but created a softer, more angelic look incorporating a human silhouette at its center.
We also researched Anne Carlsen's background for inspiration. Born without hands or feet, Anne Carlsen refused to let her disabilities define her or prevent her from reaching her goals. She became a teacher, an administrator, and a national advocate for people with disabilities. Rather than use a font to incorporate the facility's name into the logo, we decided to use her signature. Even though she had no hands, she had beautiful penmanship. The new logo "wowed" the client and was unveiled at a press conference in July of 2008. The press conference was well-attended, and articles ran the next day in most major newspapers in North Dakota.
We carried the "signature" look over into print ads by carefully recreating Anne's handwriting in the ad headlines. After the first day of the newspaper ad running in Grand Forks, the office was flooded with phone calls.
A press conference and open house was held in Grand Forks for the opening of Anne Carlsen's first location outside of Jamestown. Odney developed the messaging, crafted the news release and helped prepare event speakers. Our media strategy included local media and national magazines, and we designed ads for newspaper, billboards and magazines. The press conference was well-attended with coverage from the Grand Forks media. The open house was busy from start to finish. The new location in Grand Forks has been busy since opening its doors and continues to get calls every day.
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