Chattanooga 2.0

A collective impact organization refining its approach to literacy advocacy and community engagement

Chattanooga 2.0 faced the challenge of communicating complex literacy initiatives to diverse audiences while maintaining clear pathways for engagement. Whiteboard partnered with this collective impact organization to refine messaging strategy and redesign their visual approach. Our team developed audience-centered communication with tailored calls to action, created a unified definition of literacy, and built layered engagement pathways for different user interests. We crafted equity-focused messaging that highlighted systemic inequities while avoiding stigmatization, simplified content to ensure clear outcomes, and differentiated between owned and supported programs. The refreshed visual identity expanded on existing brand elements using the book shape from their logo as a dynamic container for photography, combined with bright brand colors and distinctive typography to create a simple but memorable visual system.