How might we refine a nonprofit’s brand to foster growth and support incarcerated adults?
Client: Open Hearts Open Minds
Lead Creative Strategist, Freelance
Context
With nearly 80% of formerly incarcerated individuals re-arrested within five years, breaking the cycle of recidivism requires more than policy changes—it demands human connection. Open Hearts Open Minds (OHOM) addresses this through mentorship, dialogue, and arts programs that foster growth and new opportunities. In 2020, the organization faced a critical turning point as leadership changes and COVID-19 disruptions halted in-prison programs, threatening funding and sustainability. To ensure its future impact, OHOM needed to redefine its strategy, strengthen its brand, and deepen connections with funders and supporters.
Approach
OHOM used this period of program suspension as an opportunity for growth, redirecting its resources toward strengthening its brand and messaging to attract funding. By guiding the board through a mission, vision, and values exercise, the organization refined its brand story, creating alignment for more strategic decision-making and deeper engagement with supporters and funders. Additionally, a full rebrand elevated OHOM’s visual identity, enhancing its professionalism and credibility. To expand its reach, I launched OHOM’s first social media presence and a storytelling campaign that highlighted transformative impact, deepening connections with supporters and potential funders.
Responsibilities
Steered a strategic pivot during COVID-19, facilitating planning sessions with the board to realign priorities, sustain funding, and adapt programming amid operational disruptions.
Led a mission, vision, and values workshop, helping the organization clarify its identity and strengthen its brand narrative to improve donor engagement and decision-making.
Directed a cross-functional creative team in rebranding efforts, launching a storytelling campaign that shared transformative inmate experiences on social media, amplifying the nonprofit’s impact and increasing donor engagement.
Equipped leadership with a compelling brand story, improving messaging to attract funders and articulate the nonprofit’s role in reducing recidivism through mentorship, dialogue, and the arts.
