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The Salesian Boys’ and Girls’ Club is an established non-profit organization located in North Beach, San Francisco. Entrenched in its community, this organization nears its 100th year in business with the sole support of its donors. At only $10 a year, this organization provides a safe haven for children of all ages that is rich in activities and enrichment programs. Our challenge was to provide a logo refresh and update on all marketing assets for an established legacy brand. In conjunction, the website needed to work harder for the organization by streamlining future enrollments and supporting all donation opportunities.

Our Role

Logo Refresh
Business System Design
Marketing Asset Design
Direct Mail Campaigns
Branded Merchandise
Website Design & Development


To maintain the legacy brand, small refinements were made to the official logo by simplifying the gray dog mascot artwork for future use. In addition, improvements were made to the typography and color palette to modernize the brand. After decades with the previous brand Westminster expanded on the logo family by creating various logo lockups to ensure an appropriate orientation was available despite its location.

In conjunction with the logo refresh, similar modifications were made to business cards, brochures, direct mail campaigns, etc. One of the core values of the Salesian Boys’ and Girls’ Club is to remain consistent, and we wanted to ensure any interaction with the Salesian brand mirrored that. Throughout all deliverables a strong focus remained on ensuring all printed materials and merchandise are professional, economical and efficient.

As a non-profit it is essential to ensure all tools feed the productivity and efficiency of the organization. The website needed to perform at a higher level to tell the story of the organization, its many capabilities, streamline enrollments, and obtain donations. Through an extensive strategy phase, Westminster assisted Salesian Boys’ and Girls’ Club in organizing their story and telling it through an aesthetically pleasing website. We identified tools to help streamline enrollments, optimize donation opportunities, and ultimately provide admin with the flexibility desired in updating the website. The website continues to serve the organization as a positive reflection of the brand that the children and its donors can be proud of.

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Quote Icon Logo In two short years, Westminster has transformed the way we work at SBGC. From redesigning our website to rebranding our organization, every project has been guided with not only market savvy and innovative design, but also, an understanding of who we are and what we can become. That is important to us. Plus, they all have a really good sense of humor which, in busy times, is not just a benefit but an advantage. With Westminster, we have more than a client relationship: it’s a partnership. — Mary Powelson, Communications Director