When the Model Changes, the Message Must Follow - a Non-profit’s Brand Messaging Shift | Brand Strategy and Brand Messaging with The Giving Plate
A case study on how Encompassed Co facilitated The Giving Plate’s process through brand strategy and messaging process to bring clarity, alignment, and expression to a new way of serving the community.
The Giving Plate is a community-centered nonprofit in Bend, Oregon, dedicated to empowering individuals through compassionate, dignified, and inclusive food relief. They provide over 1,600 families a month with a week's worth of groceries, equating to an average of 4,800 people. Since 2010, The Giving Plate has distributed over 7 million pounds of food in Central Oregon, and offer a warm, welcoming, and judgment-free space for our neighbors in need.
The Challenge
A major transition that required a new way of communicating.
After years of operating a drive-through food pantry model, The Giving Plate entered a significant new chapter - launching a Community Store designed to feel like a grocery shopping experience, built on the dignity of choice, alongside a separate Distribution Center to support operations.
But with this shift came complexity.
What once felt simple was now layered:
Two locations with different purposes
A completely new guest experience
A need to communicate differently with donors and the community
What initially surfaced as a request to refresh the website quickly revealed something deeper.
The organization didn’t just need updated visuals - they needed clarity in how to tell their story in this new model.
Because when an organization evolves, continuing to communicate the same way creates confusion instead of connection.
The Process
Reframing the story to match the new reality.
Having partnered with The Giving Plate since 2023 through photography and videography, Encompassed Co had already developed a deep understanding of the organization’s heart and impact.
This next phase focused on aligning that heart with clear, strategic communication.
Through a facilitated workshop with the core team and leadership that was comprised of a series of collaborative exercises, Encompassed Co guided the organization through a process of:
Clarifying key messages around the new program models
Defining primary audiences and how to communicate with each
Distinguishing the roles of the Community Store and Distribution Center
Establishing a clear forward direction for brand and messaging
Following the workshop, Encompassed Co compiled all of the data and information gathered through each of the strategic exercises, and began to unearth the clarity that was waiting to be revealed.
The final result of this work was the heart and mission of the organization clearly communicated with language that would resonate with the surrounding community and a brand strategy that would carry the organization forward.
“The thoughtfulness Encompassed Co brought—really listening and learning from our team—made all the difference.
You listen in a way that goes deeper—you really leaned in and understood the heart behind what we do.”
The Transformation
From confusion to clarity across every touchpoint.
With a clear strategy in place, The Giving Plate was able to communicate their new model with confidence and consistency.
The shift resulted in:
Clear differentiation between the Community Store and Distribution Center
Stronger, more cohesive messaging across website and marketing channels
Greater ease in onboarding new team members with shared language and understanding
A brand that more accurately reflects the dignity and experience they provide
What once felt unclear is now unified - allowing the organization to move forward with greater alignment and connection to the community.
What This Made Possible
Turning clarity into tools the team can carry forward.
As a result of this work, The Giving Plate was equipped with:
A clarified messaging framework for their new program models
Defined audience communication strategies
Updated website messaging aligned with their current reality
Shared language to guide internal and external communication
These tools provide a foundation for consistency - ensuring that as the organization continues to grow, their message remains clear.
“So much was new, and we needed help creating the new storyline and branding across all our platforms.
Our new brand strategy and messaging is cohesive, and having these documents has been invaluable for our team.”
Bringing the Brand to Life
Translating strategy into tangible, lived experiences.
Clarity didn’t stop at strategy - it was carried through every key touchpoint of the brand.
Following the messaging and brand strategy work, Encompassed Co led the redevelopment of The Giving Plate’s website - ensuring it fully reflected the heart of the organization and clearly communicated their new model to the community.
To support this, Encompassed Co also:
Produced a new brand video capturing the dignity, care, and impact of the organization
Documented both locations through photography - highlighting guests shopping in the Community Store and volunteers serving at the Distribution Center
Created visual and narrative alignment across digital platforms
The result was more than updated assets - it was a cohesive brand experience.
Every touchpoint now works together to:
Communicate the dignity of choice
Reflect the care and intentionality behind the organization
Clearly invite the community into how they can engage and give
Because when strategy is expressed consistently, people don’t just understand the mission - they experience it.
“Encompassed Co took our hearts and words and helped us craft that into a message that we can all tell.”
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