MUSTARD SEED RANCH CREATES MIRACLES WITH A REBRANDING INITIATIVE

When Mustard Seed Ranch (MSR) sold its property in San Diego County and repositioned itself as a multi-site program, the nonprofit was looking to change its “western ranch” image without losing the brand equity in its logo. MSR is an equine assisted life experience program for abused and neglected youth in Southern California.

Straightline Communications established a new visual theme and accompanying tagline “The Miracle of Mustard Seed Ranch” that complemented MSR’s logo. The new thematic design focuses on MSR’s program elements—youth, horses, love, trust, and transformation—rather than a specific program location.

The new branding was launched with a multi-media, direct mail piece introducing “The Miracle of Mustard Seed Ranch,” a DVD wallet with an insert card that can be customized for multiple purposes. The first mailing delivered a “thank you” message to donors. The new branding also set the theme for a new website for MRS.