City Harvest
The Ask
Run like world-class logistics. Telling its story like a charity. Give New York’s largest food rescue a brand as exceptional as the work.
Unconventional Wisdom
“We’re more than food rescue. We feed hope. We feed love. We feed good.”
The strategic turn that unlocked the program
Made
- The updated brand Positioning and identity as iconic as the organization.
- FEED GOOD The campaign platform: feeding hope, feeding love, feeding good, citywide.
- The website Redesigned and rebuilt, carrying the brand to donors, volunteers, and partners.
- The mural A community art project painted building-scale on the new headquarters: the mission made public.
- The partnership Eight years side by side: before, during, and after the pandemic.
- The seasons Rebranded trucks, holiday cards, merchandise, activations, and events, year after year.
Exceptional Outcomes
Engagement detail
City Harvest runs New York’s largest food rescue operation with world-class logistics, but told its story like a charity. Makeable’s brand consulting engagement gave the organization a brand as exceptional as the operation itself: brand strategy, identity, and campaign work built to match the scale and rigor of what happens on the trucks every day. The engagement ran the full width of the studio: Makeable also redesigned and rebuilt the City Harvest website, carrying the new brand into a digital experience for donors, volunteers, and partners, and led a community art project that painted a giant mural on the wall of City Harvest’s new headquarters and operating facility, turning the building itself into a public statement of the mission. Nonprofit branding done seriously is the same discipline as commercial brand consulting: positioning, identity systems, web design, campaigns, and community experience, aimed at donors, partners, and the city itself.
Part of Makeable’s Brand and Campaigns & Social practices, New York.