The Food Trust
In 2010, The School District of Philadelphia and The Food Trust were awarded a grant through the Communities Putting Prevention to Work (CPPW) Nutrition and Physical Activity Initiative to address health, nutrition, and obesity in Philadelphia schools.
Needing an effective way to communicate the message and motivate students, The School District of Philadelphia and The Food Trust chose Paragraph as their partner. Paragraph created HYPE (Healthy You. Positive Energy.), and helped introduce the brand campaign in more than 200 schools through messaging, marketing, launch kits, promotional materials, and more. After a few months in the classrooms, we moved the campaign into the wider community to sustain momentum and grow awareness.
With the brand’s messaging established and the program up and running, we were able to hand operation over to the City of Philadelphia. The foundation Paragraph laid proved its strength in the years to follow. The city runs campaigns and creates content to this day using the original brand strategy and guidelines developed at the program’s inception, saving them resources while progressing their message in a tight, organized manner.
Key Deliverables
Qualitative ResearchBrand NamingBrand Voice & Message PlatformBrand Identity & Visual LanguageBrand Identity GuidelinesSales & Marketing MaterialsPromotional Campaigns
