Martha’s Vineyard: The Family House

Here for you, so you can be there for them


Services We Provided: Branding from the Core®, Facilitated Strategic Planning Sessions, Logo, Visual Identity System, Brand Standards, Website Design, Print / Billboard / Broadcast / Digital Campaigns, Custom Photography, Social Media Strategy and Graphics, Media Strategy


After several unsuccessful attempts to secure a grant, fledgling organization, Martha’s Vineyard, finally rose to the top to be named the fifth recipient of the Brand on Us initiative.

Martha’s Vineyard of Pensacola serves out-of-town individuals and families who have relatives receiving healthcare treatment at local hospitals and rehabilitation facilities by providing them with free food, lodging and emotional support during their stay. Since its inception in 2009, it has served over 700 families, but one major factor has prohibited its growth and outreach: little to no brand recognition in the community.

Through the Brand on Us initiative, idgroup and its team of strategic planners and creative visionaries have worked together to help create a more visible brand for the organization. Additionally, on the heels of a massive capital campaign set to launch in 2018, the leadership of Martha’s Vineyard also saw an opportunity to leverage the new brand for fundraising outreach to build a brand new, state-of-the-art facility in the heart of Pensacola.

Before development of the new brand began, idgroup concluded that the biggest obstacle to the organization’s awareness… was the name.

In 2009, Martha Rouse was hospitalized due to a serious motorcycle accident. Eventually, Martha succumbed to her injuries and lost her life. But through her and her family, Martha’s Vineyard was born as a place of respite for those dealing with a loved one’s health crisis.

To honor the organization’s story, idgroup kept the name, but added a descriptor to strengthen the organization’s position: The Family House.

In 2018, Martha’s Vineyard emerged as Martha’s Vineyard: The Family House with its stated campaign slogan: “Here for you, so you can be there for them.”  The logo, inspired by the Bible verse, John 15:5, became a symbol of the organic power of healing and growth.

The Brand on Us project concluded in October 2017, and together with its media partners, the campaign launched in February 2018.

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