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Redefining Nutrition Insecurity in Southwest Michigan

When Nutrition Exchange set out to redefine how Southwest Michigan understands—and responds to—nutrition insecurity, they came to GFK with a clear conviction: this work needed to feel human, accessible, and rooted in real community stories, not just data points.

What began as a discovery conversation quickly unfolded into a deep, mission-centered branding engagement that shaped everything from messaging to a fully produced launch event. Together, we built a brand ecosystem ready not just to introduce a new organization, but to rally a region.

01. Grounded in Discovery: Naming the Problem, Centering the People

Before the first color palette or logo sketch, GFK facilitated a full brand discovery sprint with Nutrition Exchange’s leadership team. The work uncovered a powerful truth:

The barrier isn’t just food. It’s access, dignity, and knowing where to turn.

From that insight emerged core pillars that guided every creative and strategic decision:

Brand Pillars Identified

  • Reframe the narrative—shift from “food insecurity” to nutrition insecurity, which better reflects the long-term health inequities facing local families.
  • Champion local collaboration across farmers, educators, healthcare providers, and nonprofits.
  • Meet people where they are, reducing stigma through approachable, hopeful storytelling.
  • Fuel momentum for a model that bridges community knowledge with practical nutrition access.

Organizational Tone + Voice

  • Warm, invitational, trusted
  • Action-oriented but never overwhelming
  • Local-first, always human

These foundations ensured Nutrition Exchange’s brand didn’t just describe its mission—it embodied it.

02. Brand Identity + Messaging: Building a System with Heart

With discovery in place, GFK moved into creative development, building a cohesive identity system designed for longevity, clarity, and community connection.

Core Deliverables

  • Logo System + Usage Suite
    Clean lines, open shapes, and a circular flow representing exchange, care, and interconnection.
  • Tagline + Messaging Framework
    Rooted in the call to “Meet the Moment”—a phrase that became both brand language and rallying cry.
  • Color Palette + Typography
    Warm earth tones and fresh greens, paired with accessible, friendly typefaces to convey clarity and approachability.
  • Social Launch Pack
    Templates for storytelling, educational posts, partner features, and calls to action—designed to empower the team long after launch.

03. Event-Ready Creative: Turning a Brand Into an Experience

Nutrition Exchange intentionally launched during an energizing, community-focused moment. GFK supported the full arc of event preparation—including messaging, visuals, and print materials that amplified the impact of the day.

Event Deliverables Included

  • Print collateral
    • Event program
    • Mission-forward leave-behind card
    • Partnership one-pager
  • Digital assets
    • Announcement graphics
    • Social countdown suite
  • Press-aligned copy to ensure consistent messaging across stakeholders

These tools created a cohesive, welcoming, mission-centered environment—one that introduced Nutrition Exchange not just as a new nonprofit, but as a necessary community resource.

Client Feedback

Sara Gendernalik, Nutrition Exchange’s co-founder, put it best:

“This work is beautiful, and the leave-behind card was a wonderful addition to our launch event.” — Sara Gendernalik

04. Social Rollout: A Consistent, Confident Digital Presence

With brand assets in place, GFK helped shape the first wave of social content—establishing Nutrition Exchange as a credible, inspiring voice on nutrition insecurity.

We built:

  • Introductory mission graphics
  • A brand reveal suite
  • Educational content framing nutrition insecurity as a health equity issue
  • Partner spotlight templates
  • Event recaps + momentum posts

This approach ensured the brand felt alive, active, and rooted in local stories, not abstract messaging.

05. The Result: A Mission-Driven Brand That’s Ready to Move a Region

Nutrition Exchange launched with:

  • A clear and compelling story
  • A full brand identity system
  • Ready-to-use digital and print tools
  • A community-focused event that resonated deeply
  • A strong social foundation for continued engagement

Most importantly, the organization now has a brand that matches the urgency and compassion of its mission—built to scale, sustain partnerships, and spark real change.

Let’s Build Your Mission Into a Movement

At GFK, we believe the strongest brands are born from deep discovery, true collaboration, and a willingness to build with—not just for—community.

If your organization is ready for a brand that moves people and mobilizes action, The GFK Grange is ready to meet you there.

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