So Others Might Eat (SOME)
Rebranding Whole Person Care
Challenge
Founded as a soup kitchen, So Others Might Eat (SOME) has grown exponentially over its 52-year history. Today, the organization strives to serve, empower and elevate all members of our community through its philosophy of whole-person care. Someone may come to them for a nourishing meal, but that's just the start of their journey with SOME as they navigate their personal path to long-term stability. And SOME need a new identity and brand to reflect the breadth and depth of its services.
Approach
We kicked off the rebrand with a new logo. SOME wanted it to pay homage to its former mark, so we continued to incorporate hands in it. The circular shape of the symbol represents caring for the whole person and the many facets of the SOME organization. The interlocking hands suggest working together to create lasting change and helping one another. Simultaneously, we developed a new brand toolkit that better positioned SOME as a leader in helping break the cycle of poverty and homelessness in Washington, DC. Once established, we applied the new elements to a wide range of digital and print materials.
