Discover how Geist & 168th branded and launched ABC food tours, a NYC-based program focused on implementing experiential learning platforms for underserved students.

The Challenge

ABC Food Tours reached out to us and explained their goal of implementing an experiential learning platform for students in NYC living in underserved communities that educates, motivates, and inspires them to overcome life’s obstacles. They use food and their local community to surround students with restauranteurs, entrepreneurs, & immigrant business owners who have all overcome similar hardships. Their philosophy is that if they show these students what outcomes are possible in life, they can begin to envision these realities for themselves. Our challenge was to create a Brand Strategy that communicates ABC Food Tours' core values of Feed, Educate, & Connect. Driving through the human aspects of the initiative, we built out their online web presence with custom functions. Our creative team continues to create social media content that tells the story of the ABC, adapting their website to reflect new partnerships, and developing opportunities to expand on existing initiatives.

Our Solution

Branding Development & Marketing

Our Creative Director Javier Rodriquez utilized art development skills to design a logo and style that is not only modern and sleek, but showcases how ABC works with food in the big city. He then took inspiration from old school alphabet blocks to create a color scheme that carries throughout ABC’s marketing. There were 2 main goals Javier set when developing ABC Food Tour’s website: The first was building an online space that makes it easy to sponsor kids food tours - integrating a eCommerce platform within the main navigation makes it easy for the user to connect and help out. Goal number 2 was to tell the ABC Story as authentically as possible. Things don’t have to be wordy or complicated to be great. Using clean UX design, we developed the website to make it easy for the user to understand who ABC Food Tours is and why they do what they do. As ABC’s tours are always happening, we’ve had the pleasure of creating documentary type content that gives an inside look to the tours and the impact they make. Along with the videos, we also document the tours with photos. These images help showcase what is going on and gives ABC Food Tours the tools to easily communicate messages to potential sponsors and other businesses that may want to get involved. This has been highlighted in the past year by corporate partnerships with Chopt, Dos Toros, Founders Table, Voss Water, and Lululemon.

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