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Helping CRE Animate its Mission

Community Resource Exchange (CRE) came to Radish Lab looking to create a brief animated video to help explain their mission and core services to potential supporters and prospective clients. The toughest challenge was figuring out how to touch on every aspect of work that CRE performs (which spans decades, sectors, and neighborhoods) in a one-minute video, with a project timeline of just eight weeks.

Community Resource Exchange is a respected New York organization that consults with nonprofits to build strong leadership and create sustainable solutions to some of the city’s toughest problems. CRE serves organizations working to fight poverty, promote equity, and expand opportunity for all.

We teamed up with Imaginary Lava, a visionary animation firm based in San Francisco that works exclusively on animation projects for organizations driving social change. They’ve worked with clients like Planned Parenthood, the American Foundation for Suicide Prevention, the Epilepsy Foundation, and loads more.

At the start of the video project Radish was simultaneously kicking off a comprehensive website redesign for CRE. As a result, we were tasked with developing a creative direction and design style to extend to the video in the near term, and the website later. We used bright colors, modern lines, and simple, universal characters to convey a clear message that not only speaks to CRE’s mission and vision, but also to the complexity of their day-to-day work. The bright and playful animation adds a layer of relatability and fun to the organization’s story without distracting from the thoughtful and critical work that CRE does every day on the ground in the greater New York community.

Learn more about CRE and the services they provide to nonprofits in NYC, and stay tuned for the launch of CRE’s brand new website later this year.