Generation One

How Branding Helps a Nonprofit Increase Meaningful Engagement

Marketing Goals

Originally established as a nonprofit to benefit the youth of one of Houston’s historic African American neighborhoods, the Third Ward, Generation One had recently shifted its focus to an evidenced-based curriculum for early childhood development. Intervening early in a child’s development with love and support has proven to result in the best outcome for a youth’s potential for lifelong success. Generation One saw the need to rebrand and reposition themselves to support this change for the community, staff, partners, donors and volunteers.

Our Solution

It was important for the Workhorse team to balance the perception of Generation One through the eyes of multiple audience groups. This is common for many organizations and especially important for nonprofits. In Gen1’s case, their audience groups included institutional partners, donors, volunteers, parents of young children and the local community. Everything centered around early childhood development, education, caring, support and needed to feel welcoming and friendly. The new brand identity uses the three primary colors red, yellow and blue. Leveraging high contrast colors and modern, friendly typefaces with large font families helps create a visually exciting identity that quickly relates to the science of early childhood development and a child-friendly culture.

What We Did

Brand Strategy
Brand Positioning
Logo and Branding
Color Palette
Font Families
Graphic Elements
Identity Materials
Slide Presentations
Event Materials
Banner Displays
Print Collateral


Generation One relaunched with the new brand identity and materials in time to promote their annual fundraising luncheon. The results were life-changing for an organization like Gen1. They experienced a 20% increase in attendees compared to the previous year, and an amazing 567% increase in donations!

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