Big Potential

Big Brothers Big Sisters (Agency: Barkley)


Research showed that Big Brothers Big Sisters of America was not connecting with younger, prospective mentors—Bigs—or adequately conveying the urgency of the organization’s mission.


We needed to revive the image of this organization for a modern audience, to define its rallying cry and to design around this idea. We also wanted to incorporate input for the people who would ultimately live out this idea.


Rallying behind a newly developed tagline, Together, We Are Defenders of Potential, the organization left behind its logo and prominent purple to embrace an entirely different look: new logo, new colors, new messaging, all designed with input from the Big Brothers Big Sisters affiliate network, key stakeholders and Littles.


Successfully created an internal rallying cry that the organization has used to promote the brand’s message to the next level.

Activated the brand rollout both nationally and internationally with the introduction of the Big Brothers Big Sisters of Canada branding. Pulling from the same visual vocabulary but introducing a look that would cater towards Canadian culture.

Source: Barkley