In 1999, Jackson Street Youth Shelter was founded to fill a gap in housing homeless youth — but after 15 years of operation, the non-profit’s service offerings had expanded considerably. It needed a new name and identity to reflect that.


The non-profit organization’s original name no longer represented the full scope of its service offerings, and its dated logo didn’t convey the hope and vibrancy it needed to express.


To fulfill its mission, Jackson Street needed to be perceived as approachable, friendly, and modern — and to do that, it needed to completely refresh its visual identity.


The MAC developed a naming strategy for the organization and its programs, designed a fresh, vibrant identity system, and extended the new brand through a variety of applications, including brand collateral and annual reports.

Before and after: Jackson Street’s updated logo created a fresh look for their brand


The new name and identity support the non-profit’s goals for planned growth, community recognition, and greater effectiveness. Thanks to the rebrand, Jackson Street is positioned to reach youth in its community for many years to come.

What could a creative, research-based strategy do for you?


The MAC is a strategic branding and web development firm headquartered in the Pacific Northwest. We believe that measurable results begin with deep research: the starting point for inspiration that hits the mark.

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