Case Studies

We partnered with LifeMoves to help rebrand and unify transformational homeless services in Silicon Valley.

The Challenge

We hold great respect for Bay Area nonprofits that help the underserved in our communities. In 2012, two leading Silicon Valley homeless organizations-Shelter Network and InnVision the Way Home-merged to offer better support for families,veterans and individuals seeking stable and affordable housing. Once the business operations were totally integrated, the management team realized the combined entity needed a new identity to fully convey the breadth of transformational services they provided clients. When we were approached to help lead an intentional branding process, a messaging refresh and a thorough website overhaul, we knew this was the right fit.

quote-open-iconGraybird Foundation played a pivotal role in the launch of the new LifeMoves brand. LifeMoves benefited greatly from the unique Graybird Foundation approach that grants not just funds, but energy, expertise and passion for marketing. Their team of seasoned consultants helped us assess how the agency was perceived by our donors, led the re-branding task force and delivered key projects that advanced our marketing impact and to achieve our funding goals.

Bruce Ives, LifeMoves CEO

The Strategy

The first step was to form a task force made up of board members, staff and industry experts who would marshal the process to generate a new identity.

The goal was to foster a new brand that would promote the impressive accomplishments of the organization. For instance, in the fiscal 2015 year, 97% of families and 82% of individuals who completed the transitional housing programs returned to stable housing and self sufficiency.

Partners

Selecting a Bay Area design agency that could represent the spirit and heart of the rebranding initiative was the first order of business. A task force subcommittee drafted selection criteria, researched a list of recommended firms, arrived on a short roster of contenders, and conducted in-person pitch briefings. With board approval, the task force ultimately chose BrewLife of San Francisco, whose award-winning team was passionate and energized to spearhead the messaging platform, naming process and brand design.

Branding

The driving principle amongst BrewLife, Graybird and the task force was teamwork. We collaborated for 14 months to deliver a world-class rebrand that included messaging, branding and design to drive the creation of the new name, logo, color palette and business system.

“Graybird was a strategic partner in co-managing our enormous rebranding initiative. Their onsite consultant ran the marathon along side us and was instrumental in getting the project across the finish line.”
— Amy Wright, VP of Development and Strategic Communications

For the benefit of brand consistency, Graybird assisted the LifeMoves marketing communications leader with the production of signs, name badges, banners, photography, animation, logo-wear and even wrapping the box truck!

Marketing & Communications

LifeMoves Pyramid of Caring

Essential to the success of LifeMoves is its updated integrated services program that teaches clients vital skills and accountability to reach personal independence. The rebrand inspired a new pyramid model that gives all stakeholders a clearer structure to explain LifeMoves services that help clients break the cycle of homelessness.

WEBSITE

One of the most strategic additions to the team was StoverPix, an interactive and graphics design firm recruited to overhaul the LifeMoves website with a sleek and modern update. Targeted to donors, the new site features prominent photos of LifeMoves clients and volunteers and a new, easy navigation to help boost donations.

LAUNCH EVENTS

Gaining community support was key to the success of the rebrand. Especially important was employee buy-in. Graybird helped orchestrate the Lead Brand Ambassador committee to champion the new identity and lent coordination support for the All Staff sneak peek celebration party. Additionally, Graybird facilitated the two public ribbon-cutting ceremonies and hosted the VIP appreciation event.

robin-laub

Robin is dedicated to creating one-of-a-kind experiences that are flawlessly executed with impeccable style.

Graybird held the LifeMoves VIP launch event in concert with Robin Laub. Robin is dedicated to creating one-of-a-kind experiences that are flawlessly executed with impeccable style. For the LifeMoves VIP launch event, her fun bicycle theme truly made a splash with all who came to celebrate the rebranding of SiliconValley’s most important homeless services organization. Visit RobinLaub.com to learn more.

“We teamed with Graybird to create a new, integrated social media campaign that promoted the LifeMoves public ribbon-cutting events and become the focal point in generating support from a wider audience of donors, employees and partners.”
— Carolyn Hooper, Marketing Communications Manager

Lasting Results

On January 26, 2016 InnVision Shelter Network became LifeMoves. The new name places emphasis on the personal accountability that the organization expects from its clients. LifeMoves showcases the impressive ability to support and guide the homeless as they transform through meaningful and positive life moves. The new tagline, “Breaking the Cycle of Homelessness,” spotlights the organization’s mission to rapidly return clients to stable and long-term housing, thereby effectively bringing an end to intergenerational homelessness.

Jill Grossman

Jill Grossman

Founder and CEO

As founder of Graybird Foundation, Jill is thrilled to give back to the Bay Area community that has given so much to so many. At Graybird, she is responsible for strategic planning, identifying opportunities, and executing fundraising efforts.

Jill has played an active role in several projects — most notably as executive producer of the documentary Surviving Skokie and as a task force member of the LifeMoves (formerly InnVisionShelterNetwork) rebranding initiative.

Even before founding Graybird, Jill was involved in several nonprofit marketing projects including the acquisition of two digital mammography systems at the San Mateo County Hospital and the 25th Anniversary fundraising video for ShelterNetwork. As a member of the Crystal Springs Uplands School board of trustees, Jill led the creation of Crystal’s mission statement, tagline and the 2009-2014 strategic plan as well as co-led the marketing/capital campaign efforts for the institution’s new Middle School. Her high technology communications experience includes executive roles at Silicon Graphics, Macromedia and Catapult Partners.

Jill has a BA in History with a minor in Business Administration from UCLA. Apart from Graybird, Jill enjoys hiking, skiing, traveling, movies and spending time with her three fabulous children and extended family. Oh, and she also loves the Golden State Warriors.

See Jill’s full professional background on LinkedIn.

You would never guess

I wear a size 10 shoe

I can’t function without

Music on a hike

Celebrity who would play me in a movie

Sandra Bullock (I wish!)

A nerdy thing I love to do

Try to figure out who will win the Oscar in every category every year

My favorite vacation spot is

Sun Valley, Idaho

As a kid I was always in trouble for

Losing things

Favorite part of my job is

Working with my friends

Renee Spooner

Renee Spooner

Chief Marketing Officer

The Graybird Foundation clients inspire Renée to dig deep and make bold marketing moves on their behalf.  After a successful Silicon Valley career in high-tech marketing, she now combines her skills in branding, communications and project management with her passion to mentor nonprofit professionals. Clients on the Graybird roster include Berkeley Symphony, Crystal Springs Upland School, Foundation for a College Education, Gatepath, Golden State Youth Orchestra, LifeMoves, Reach for Home, and Surviving Skokie.

As Chief Marketing Office at Graybird Foundation, Renée is responsible for guiding client marketing strategy, bringing together skilled teams, and mentoring clients as they take ownership of their new brands.  She draws from a background in public relations, customer marketing and product launches, with previous management roles at Silicon Graphics, BEA/Oracle and VMware, and consulting with numerous startups.  Renée’s evolution into the nonprofit sector is her way of giving back.

The travel adventure on my bucket list is

Sailing the South Pacific

Celebrity who would play me in a movie

Joan Cusack

A nerdy thing I love to do

Is recite Paul Revere’s Ride by Henry Wadsworth Longfellow

I [ … ] everyday

Pray for my children and my sanity

As a kid I was always in trouble for

Talking too much in class

My favorite restaurant is

Sam’s Chowder House in Half Moon Bay

Favorite part of my job

Mentoring up-and-coming marketers

Helen Boyer

Helen Boyer

Chief Operating Officer

As Chief Operating Officer of Graybird Foundation, Helen manages business operations, finance and our grant process. She collaborates with project teams, contributing to strategic planning and development of creative solutions that drive the foundation’s programs and goals.

Helen brings two decades of management and operations experience to Graybird, spanning the corporate, non-profit, public and private sectors. Having lived internationally and travelled to more than 25 countries, she has a diverse professional background ranging from leadership roles in product planning, distribution and process management to assisting underserved children in Ecuador, Costa Rica and Vietnam. Helen’s volunteer service deeply informs her life practice. She is honored to help individuals and small enterprises in her community, in addition to her work at Graybird.

Helen graduated from UC Davis, with a BS in Textile Science. When she isn’t at Graybird Foundation you’ll find her riding her bike to the beach, listening to jazz at her favorite café, or up-cycling a new find. And, plagued with a serious case of wanderlust, she is always planning the next stamp for her passport. See Helen’s full professional background on LinkedIn.

You would never guess

I know the words to nearly every song in the musical “Funny Girl”

I can’t function without

My sisters

The travel adventure on my bucket list is

Angkor Wat in Cambodia

A nerdy thing I love to do

File my greeting cards by category

Favorite Podcast/Movie/Book/Play/Artist

Baraka, Shantaram, Into the Woods, Guayasamin

I [ … ] everyday

Chat during my commute with one of my best friends (for 38 years)

As a kid I was always in trouble for

Talking too much, especially to strangers

Favorite part of my job

Working with people who are guided by their hearts

Shelley Willig

Shelley Willig

Head of Education Practice

Shelley is obsessed with education; she believes that increasing the percentage of young people earning college degrees is a solution to many of the major issues plaguing our country today. Combining her 20 years in high-tech marketing with her role as Head of Education Practice at Graybird, Shelley is elated to lead projects for community based organizations working hard to get more students to and through college.

Since 2006, Shelley has been deeply involved in education nonprofits. She manages the volunteer college advising program at Foundation for a College Education where she also works directly with students. Shelley serves on the board of Mid-Peninsula High School, a CAIS school in Menlo Park. Prior to joining Graybird Foundation, Shelley served eight years as the Director of Admission at Trinity School, an independent elementary institution.

Shelley holds a BA in Communications from CSU Fullerton, and a certificate in College Admissions Counseling from UC Berkeley. When she is not touring college campuses, Shelley enjoys hiking, cooking, and dinners on the patio with her husband and four sons.

I can’t function without

The goofiness of my kids and husband

The travel adventure on my bucket list is

Hiking Mt. Kilimanjaro

I’ve always wanted to be

Bilingual

My hidden talent is

Cooking a pretty good meal in anybody’s kitchen with whatever I can find in the fridge and pantry

A nerdy thing I love to do

Read statistics about college admissions

Favorite Podcast/Movie/Book/Play/Artist

Stand By Me/Operating Instructions/Driving Miss Daisy/Elton John

As a kid I 

was never in trouble because I never got caught!

My favorite spot in the Bay Area is

Wunderlich Park Trails

Favorite part of my job

Working with people I admire

Reach for Home — Fund a Need Video