HFLA of Northeast Ohio

Market Research // Qualitative & Quantitative Methods

The Client

The Hebrew Free Loan Association (HFLA) is a non-profit organization that gives interest-free loans to people in the Northeast Ohio community who lack access to traditional lending sources. They aim to empower individuals to become financially self-sufficient and secure.

The Challenge

“Our work is transformative for people in need, however our brand does not convey the impact that we have on the community.” – Internal Stakeholder

HFLA of Northeast Ohio needed a new brand strategy to guide the development of all marketing campaigns, tactics and fundraising gala.

The Solution

Market Research

In the fall of 2018, shark&minnow launched a primary and secondary qualitative and quantitative research study on the behalf of HFLA of Northeast Ohio to explore the current brand perception, image and equity of HFLA of Northeast Ohio to identify strategic principles to guide design.

The Outcome

Strategic Creative

The actionable insights form the research study enlightened the creative development process for the Brand Refresh, Annual Report and Brand Videos & Vignettes. Learn more about each tactic below.