CASE STUDY
The Helm
STRATEGY
Formally named Services for Older Citizens (“SOC”) almost fifty years ago, The Helm offers classes, programs, and services for older adults in the Grosse Pointes and Harper Woods in a state-of-the-art center for seniors!
To our surprise, when we approached SOC about helping them strategically rename and rebrand themselves and showed them case studies of previous work we’d completed, we were invited to make a competitive bid. After formal presentations to the leadership and board, we were awarded this exceptional opportunity.
At the time, it was the single most comprehensive undertaking of The Utmost Group. The scope of work included a new name, logo/ID system, relaunch newspaper and magazine advertising, collateral materials, videos, local PR and publicity, and interior refreshment. More than a dozen team members were involved over a six-month time horizon as the new campaign came together.
SOLUTION
Five years after our work together, The Helm continues to use of many of the assets we created and produced as part of the rebranding. We view this as affirmation of the efficacy our approach, strategic thinking, and creative skills brings nonprofits.
We are quite proud of the tagline we wrote for The Helm: “Life’s a journey. Find your way here.” It was designed to attract a new cohort of members who would be drawn to contemporary programs like conversational French lessons, body alignment fitness classes, and bridge club. Which previously were considered some of the community’s best-kept secrets.
We applaud The Helm for being a like-minded, passionate organization, who embraced our approach to rebranding. There’s a special bond when we believe our partnership can help community members age better, and continue living their lives in the Grosse Pointes and Harper Woods neighborhoods they grew up in.
