Case Study: Big Brothers Big Sisters of America achieves a consistent national rebrand and scalable local customization with Brandfolder

How Big Brothers Big Sisters of America made it happen

Big Brothers Big Sisters of America, a mentoring organization founded in 1904, launched a national rebrand after a 2016 strategic planning process revealed low awareness among younger generations and a need to attract more volunteers—particularly men of color. The challenge was modernizing the brand’s messaging while ensuring consistent execution across 270 independent, highly variable local agencies with different marketing capacity.

Working with agency Barkley and dozens of stakeholder interviews, BBBSA developed a bolder identity and the main idea “Together, We Are Defenders of Potential,” then used Brandfolder to distribute customizable, high-quality assets to every affiliate. The rollout included localizable billboard activations with Lamar and coordinated press outreach; the new system saved agencies time, improved brand consistency, generated publicity and partner support, and positioned the network to recruit more volunteers and ultimately serve more children.

Big Brothers Big Sisters of America

Adam Vasallo

VP of Development and Marketing