The Insight
Membership offers more than general support. Villages who join become part of a movement in California, and around the country, and are better able to achieve their mission regardless of their size. They are part of a movement with a shared vision that older adults can have a better life as they age: Aging. Better.
The Journey
We worked closely with village leaders from around the state to understand their motivations to find the values shared by all of the villages to inspire not just dues-paying, but active membership. From this the name Village Movement California was created to signal the power of membership, and the tagline and visual identity, along with website and other tools allowed members to quickly understand the value proposition, and feel pride of association.
The Impact
Today Village Movement California is known as a professional association capable of supporting its 50+ (and growing!) membership of villages across the state. Their brand strategy guides them in communications and day-to-day programmatic decisions, allowing them to achieve their vision that people of all backgrounds and economic means can age with dignity, purpose, and self-determination.
Mission Minded helped us bring a level of professionalism to our work. The process pushed us further than we first imagined and helped us focus.
Kate Hoepke as Founding Board Member, Village Movement California