City Harvest pioneered food rescue in 1982. Today, nearly 1.3 million New Yorkers struggle to put meals on their tables. This year, City Harvest will collect 59 million pounds of excess food and deliver it free of charge to 500 soup kitchens, food pantries and other community food programs across the five boroughs. Everyone within the organization embodies the giving spirit that makes City Harvest so special.
In a sense, our job was simple: Verbalize and visualize the City Harvest culture for everyone to feel. From day one, City Harvest’s focus has been feeding hungry New Yorkers, neighbors helping neighbors. Based in these ideals, we developed a brand personality, tone of voice and visual language celebrated in a brand playbook and collateral template system.