James Beard Foundation Rebrand and Redesign

About This Project

Summary

COVID kicked off a period of profound disruption in the culinary industry. As a revered and trusted leader, the James Beard Foundation recognized an urgent need to reassess and realign the non-profit’s role driving food systems change, and within American culture at large. Siberia was hired to guide them through a wholesale transformation — from a market research study, to repositioning their mission and vision, and pulling the thread through to a brand redesign and new digital comms platform.

Goals & Objectives

Despite a five year commitment to balance culinary celebration with impact and programmatic work, JBF was mostly associated with ‘fine dining’ and the James Beard Awards. We sought to bring clarity to everything the foundation does under the mantra “Good Food For Good” to inspire, align and engage

Results & Impact

While we can point to eye-poping stats, like a 99.6% return rate, or a 20% increase in time on site, the true impact of our work lives in the boardroom — a reinvigorated leadership team has rallied around a north star of purpose, stepping eagerly into a bold chapter for this vital organization.