BIGGER IMPACT Nonprofit brand makeover is On the House

By Clare S. Richie

Now in its sixth year, Matchstic’s On the House initiative helps deserving nonprofits develop a strong brand to make a bigger impact. Guided by the principle of “giving back to the city they love,” Matchstic – an Atlanta brand identity house located in Grant Park – rallies around a nonprofit to give brand strategy, message, print pieces, and website design free of charge.

“Nonprofits are the real heroes on the front lines – providing shelter, healing women in crisis – we want to help using our unique skill set,” said Blake Howard, cofounder and creative director of Matchstic and leader of Atlanta’s Creative Mornings lecture series.

Rather than do piecemeal pro bono work, On the House is “one big yes.”

Matchstic treats selected nonprofits as paying clients and teams up with partners like Courtney Miller for web development and Claxton Printing to provide a full suite of products.

Since 2009, Matchstic On the House has served City Church Eastside, Swift School, Atlanta Mission, Bearings Bike Shop, Day League and most recently, WonderRoot.

Matchstic began working with

WonderRoot, Atlanta’s leading nonprofit for arts and community empowerment, in spring 2014. This was a time of tremendous growth for the nonprofit with the addition of the WonderRoot Center for Arts & Social Change. A former school, the center will house private studio space, a visual arts gallery, performance venue, educational spaces and a series of production facilities for artists.

To understand the community’s perception of WonderRoot, Matchstic conducted a brand audit that included stakeholder interviews and qualitative research. Using that input while working alongside WonderRoot’s leadership, the team developed a comprehensive brand strategy for operations, communications and organizational growth.

“We gave them an updated look that would resonate with artists,” said Mackenzie Brookshire, graphic designer at Matchstic. “We created a new font, “WonderType,” with letters in four different styles - each with unique personality.”

They also created custom colors, a website and and illustrations to represent the new brand.

“With Matchstic’s partnership, we have a brand that positions us to reach Atlanta’s creative community and bring