Nonprofit|Public Service|Video Marketing
Ideas.
Founded in 1912, Devereux Advanced Behavioral Health is one of the largest and most advanced behavioral healthcare organizations in the country. On a mission to change lives and nurture the potential of children and teens faced with adverse circumstances, Devereux breaks through boundaries to help those they serve achieve bigger and better things. A national nonprofit partner for individuals, families, schools, and communities, Devereux serves countless members of our society in areas of autism, intellectual and developmental disabilities, specialty mental health, and child welfare. Having worked with the Florida chapter of the organization in the past, the national organization looked to evok to help tell the Devereux story of hope, perseverance, and second chances through powerful, emotionally-driven video content. Our team jumped into action creating raw, moving pieces that effectively communicated the journeys of two young people whose lives were transformed and saved by Devereux and its dedicated staff. The videos tell Ashley and Tyrone’s stories, each having faced tremendous obstacles throughout their youth. Ashley shares the challenges she overcame being transgender, while Tyrone recounts how he was in and out of 15 foster homes from ages 5 to 16. In Tyrone’s own words, without Devereux, he’d be “dead, in jail or on the streets.” With the organization’s help, Tyrone was recently officially adopted by his foster family. From scouting locations to directing the two-day shoot, the evok team handled every aspect of the project to deliver a one-of-a-kind end result. We created a final cut capable of informing those in need of a place where hope awaits, as well as those looking to help a way to inspire life-changing experiences. The video was unveiled at Devereux’s annual fundraising Gala in Pennsylvania, where over 800 people were in attendance and tens of thousands of dollars were raised. After the Gala, we created separate long and short videos of both individuals so they could be used in training sessions, for PR, and for online purposes.
Work
Located just south of Orlando, the City of St. Cloud engaged the evok team to develop a stand-out brand identity uniquely representative of their Florida hometown feel. With a diverse population, longstanding roots in the military community and boundless potential for growth on both residential and commercial fronts, the task at hand was to create a “do it all” brand that not only reinforced St. Cloud’s best assets but also introduced it to a new market.
Following extensive community forums, meetings with residents and local business owners, and on-site exploration, we uncovered deep findings about St. Cloud. These insights included a desire to uphold the city’s small-town roots and tight-knit community — a great place to raise a family — while still inviting expansion to bring in businesses and amenities. With these findings as a guide, our team got to work.
The City of St. Cloud’s logo was developed to represent the community by incorporating elements of its natural surroundings and celebrated history. From the colors to the relaxed script font, this logo encompasses the essence of St. Cloud. Additionally, our team coined a “mosaic” approach to the city’s branding, allowing both the logo and tagline to be customized depending on application.
The “mosaic” branding style designed for St. Cloud allows the City to customize the logo depending on each application by changing out the tiles used. The primary brandmark with the wave, sandhill crane and military stripes tiles lives on all-encompassing pieces, such as destination ads and as the logo on websites, stationery, etc. For special applications, such as department-specific pieces, the tiles can be changed out to better represent the subject matter.
The City of St. Cloud tagline was also developed using the “mosaic” branding approach. As with the primary logo, the overarching tagline of “Your Centerplace for Life” is used on all-encompassing pieces. For special applications, such as promoting specific activities, the tagline can be tailored by switching out the last word to an approved variation, such as “Your Centerplace for Business” and “Your Centerplace for Recreation.”
Armed with an updated identity, the evok team assisted in a widespread rollout of the St. Cloud branding — from street signage and marketing materials, to developing an in-depth brand standards guide to help inform future pieces.
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