Overview
Client
Gathering Markit
Industry
Non-profit
Relationship
2024-Present
Services
Website Design
Website Maintenance & Hosting
Landing Pages
Visual Design
Videography
In 2024, Pohl Strategic was approached by a corporate sponsor of Gathering Markit, who asked us to produce a promotional video for the nonprofit grocery store in Abbotsford, BC. We loved the idea, because we could immediately see how Gathering Markit was aligned with our own social concerns for our community.
Gathering Markit takes a unique approach to local food insecurity. They don’t give handouts like a food bank or soup kitchen. Instead, as a boutique grocery store, they offer a hand up to families that are encountering temporary food insecurity. They partner with local restaurants and food suppliers that donate surplus food, which is turned into ready-to-make meal kits and sold at an affordable cost, providing members with the choice and convenience to shop with dignity.
We knew this was a story worth telling, about an organization with heart—and a clear process. The founder, Hieke Morton, was ready to share her own compelling personal experience, which we were eager to film.
Challenge
When we were first approached us, their main concern was that very few people knew about the amazing work of Gathering Markit—they lacked the community support that they needed and deserved.
Hieke and her team were focused on providing for families in need—which was their strength—so we were hired us to alleviate some of the pressures of marketing and promotion—which was our strength.
Gathering Markit needed better storytelling, a better online presence, a better logo, and overall, a better public representation of the dignity and compassion that they were pouring into the community.
Approach
Our relationship with Gathering Markit grew organically and in community. In some ways, our services were provided in a backwards order.
Usually, we start with brand identity and then move toward the complexities of design and content marketing. But instead, we met each other where we were at—sharing our hearts and building trust. We moved forward slowly.
For Gathering Markit, we started with a video. So, we gathered a film crew and interviewed Hieke to create a short film that not only explained how the Gathering Markit works but also invited people and companies to gather community support.
After producing not one but two videos for the nonprofit, our relationship deepened and we began to provide further services for the organization, starting with website updates, then a full web rebuild, two print brochures, landing pages for events/fundraisers, and most recently a logo redesign.
Brand Strategy
Visual Identity
The new logo concept began with Hieke’s vision of a timeless refectory table, symbolizing the space where meals are shared and connections are built.
We illustrated the logo by hand using crosshatching, then modernized it with an elegant script font for “Gathering.” The adjoining letterforms highlight one of their core values: connection. The refreshed colour palette features two new blues, and a three-part logo suite. Earlier, we had also designed two brochures to support their fundraising and communicate the impact of their services.
Website Design
Full Website Rebuild
Landing Pages
Website Hosting & Maintenance
We redesigned the site with a refined, artisan aesthetic, reorganized content for a smoother, more intuitive user experience, and fully optimized for mobile navigation.
We also created individual landing pages for special events and fundraisers, so that they could sell tickets and organize attendees. The entire site was built on WordPress, for which we provided complete website hosting and maintenance, so that we can easily facilitate upgrades and new content updates
Content Marketing
Videography
We produced two videos: one that provided a general overview, featuring their origin story and explaining their process; and a second video that focused specifically on garnering corporate sponsors. Both videos remain on their website.
Impact
The Gathering Markit is growing and flourishing. Not only is their story being told effectively, but their organizational identity is being represented clearly. In response, local partners are stepping up, and community support is strengthening.
In 2025, we all celebrated another level of community recognition and support when the Gathering Markit was honoured with the Abbotsford Chamber of Commerce Award for Non-Profit of the Year.
