The Bread Project, a Berkeley-based culinary training, venture incubator, and job placement program for employment-barred individuals was struggling to find donors and students due to the community’s lack of awareness of their impact and potential participant’s perception that culinary job opportunities aren’t relevant to them.
Using strategic frameworks including stakeholder mapping, system mapping, competitive landscape audits, driving trends, user interviews, surveys, and theory of change questions, I found three opportunities to raise awareness. First, prospective students and employment partners needed to hear the personal stories of why and how the program is helpful from people who have gone through it. Second, The Bread Project could address the neighbor’s desire for hands-on experiences while also telling their story to the community at large. And finally, third, the community needed to see and taste first hand
the positive outcomes of the Bread Project.
the positive outcomes of the Bread Project.
Deliverables
Design Target
Brand Positioning
Brand Guidelines
Copywriting
Brand design
As a result, I proposed creating a social campaign to tell the stories of students and partners, creating classes open to the community, and hosting an annual event to showcase the work of the students and partners. With community awareness the Bread Project can gain a larger donor pool and increased student headcount, eventually allowing them to scale into more cities in the Bay Area and beyond.
