EmpoWWering the Local Community: QC Family Tree

  • Categories:

    Community, Creative, Paid Media, Social Media

  • Date:

    September 3, 2020

EmpoWWering the Local Community: QC Family Tree



Community
Creative
Paid Media
Social Media

Each year, the Wray Ward EmpoWWer program selects a group of local nonprofit organizations to receive marketing service grants that will help further their work in the Charlotte area. Framed by three pillars — creativity, shelter and advancement — EmpoWWer also gives employees a chance to give back as part of our commitment to social responsibility since we opened the agency’s doors in 1977. QC Family Tree is one of our four 2020 EmpoWWer partners working with internal teams at Wray Ward as part of this rewarding initiative.

QC Family Tree, located in Charlotte’s Enderly Park neighborhood, has an immense understanding of what it means to create community. Through ongoing work in their neighborhood, the group has focused on affordable housing, youth leadership activities, and a series of educational opportunities that instruct people on how to become effective agents of change in their communities.

In recent years, QC Family Tree has expanded to encompass a much broader position by providing some units as affordable at 30% Area Median Income (a metric calculated by the U.S. Department of Housing and Urban Development that guides income eligibility requirements of federal housing programs). They also support specific housing issues and help drive initiatives including the founding of the West Side Community Land Trust.

Wray Ward shares QC Family Tree’s passion for shelter and advancement within our local community. What’s more, Enderly Park is in Charlotte’s West End, near our future office; when it becomes our home later this fall, QC Family Tree will become our neighbors, meaning we can have an almost immediate impact in our new neighborhood.

So how are we helping?

With goals to provide stability for one community, QC Family Tree understands how important it is to have a strong presence in neighboring communities, too.

When QC Family Tree applied for the EmpoWWer program, they outlined their need for a complete marketing rebrand and a partner to help them expand their presence in not only their community, but neighboring communities, too. Ultimately, the group wanted to tie together all the work they do — cultural organizing, such as storytelling and placemaking, as well as their local organizing efforts — to amplify unheard voices and encourage people to stand up against systemic inequality. QC Family Tree also needed guidance on how to focus and home in on critical, specific language to better describe who they are and what they do as an organization, such as:

  • Affordable housing and organizing
  • Anti-racism and anti-oppression initiative
  • Grassroots activities in the neighborhood

The ultimate goal? Improve QC Family Tree’s Charlotte area presence through rebranding and amplification of marketing efforts.

A new logo was the first step in revamping the organization’s marketing. QC Family Tree wanted a logo that felt distinct, ownable and recognizable, representing exactly what the organization does and stands for in its everyday work. The name, “QC Family Tree,” doesn’t encompass all of their efforts, but the tree of life imagery is essential to how they think about doing their work, and it’s intertwined in their business: representing what’s physically all around them and emotionally where they connect in the communities they serve.

QC Family Tree weaves together faith and culture to empower communities to create social change, and our logo design explored this intersection in its interpretation of the family Tree of Life. The reimagined tree is a unique, ownable logo for QC Family Tree. Colors represent Charlotte and speak to broadening QC Family Tree’s reach to different parts of the city.

QC Family Tree weaves together faith and culture to empower communities to create social change, and our logo design explored this intersection in its interpretation of the family Tree of Life. The reimagined tree is a unique, ownable logo for QC Family Tree. Colors represent Charlotte and speak to broadening QC Family Tree’s reach to different parts of the city.

In addition to creating a new logo and brand look and feel, Wray Ward developed several collateral pieces to help promote the organization. We provided QC Family Tree with the tools needed to continue community outreach and promotion of their mission including:

  • A postcard mailer
  • A leave-behind flier
  • A newsletter template to help the organization continue to spread their message throughout the local area
  • Advice and best practices on implementing the new brand on their website
  • A social media best practices overview
  • Paid social media campaign training

Working with QC Family Tree was a perfect fit for Wray Ward’s EmpoWWer program, from its alignment with our focus on the home category, to providing us the opportunity to feed our passion for doing good for our community. This partnership, formed last year when we selected our 2020 grant recipients, became even more meaningful in light of the national conversation about equal rights. We’re humbled that our services are helping QC Family Tree work toward their mission, and we’re proud to call them friends and neighbors.

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