The Stop is a community-based not-for-profit located in Toronto’s west end that works alongside those seeking a healthier, more connected city. For over 35 years, The Stop has used food as a way to give everyone a seat at the table – fostering self-determination with marginalized peoples and driving social change. The Stop is an internationally recognized model that has been replicated in communities across Canada.
The Stop initially approached Field Trip & Co. to overcome brand and marketing challenges faced to growing philanthropic revenue — in particular, a lack of awareness of the organization’s mission. Working closely with The Stop team, we developed a simplified brand/messaging framework and compelling value proposition to engage potential donors, volunteers and clients with the core message: Growing community. Feeding change.
Following the successful rollout of the refreshed brand framework, we were invited to design and develop their website in order to launch the new messaging platform. It provided us the opportunity to build on the brand and messaging framework we created by visually modernizing The Stop brand and updating its colour palette and typography. By harmonizing the messaging framework with refreshed visual branding we were able to position The Stop as so much more than a “food bank” — one of the misperceptions held by the community about The Stop’s mission.
The finished product is a bright, modern, engaging website that’s easy for both clients — often marginalized individuals — and potential supporters alike to navigate, and that clearly communicates who The Stop is, what its mission is, and why support is critical.