With New York City rents skyrocketing, the Perry Street AA group faced a dire need for fundraising solutions to keep their doors open, solutions that captured their unique, quirky essence. That's where Mermaid, Inc. stepped in, offering our pro bono services to boost awareness and spark fundraising activities.
Our strategy was deeply rooted in the cherished bond that members feel with Perry Street, a connection that is both profound and personal. This heartfelt relationship became the guiding light of our branding efforts, starting with the heart emoji prominently featured in the 'I Heart Perry Street' logo. This simple yet powerful symbol captures the essence of the members' deep affection for the space and mirrors the group's ethos of warmth, inclusion, and community spirit.
This offbeat branding for the fundraising dance not only captured the essence of the AA group but also raised over $7,000, crucially contributing to keeping their doors open for the AA community.
With this foundational bond as our inspiration, we created a range of promotional materials aimed at energizing fundraising efforts. Each piece was imbued with the group's dynamic and vibrant spirit, ensuring that the essence of Perry Street was woven into every interaction and every visual touchpoint.
For the Fundraising Dance, we came up with a playful yet poignant tagline, ’It's Sober not Somber. Dance your A** Off,' featured on promotional cards.
'Post Cards from Perry Street,' featured quirky, memorable quotes like 'Don't have conversations with people who are not there,’ capturing the unique flavor of group interactions.
The 'Emotional Baggage Tote' and 'Out of the Park Sobriety' Ball Cap were more than just merchandise; they were symbols of the group's shared experiences and unique journey.
Through this multifaceted approach, we ensured the branding didn't just catch the eye but also heartily resonated with the group's essence and mission.
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