CareCuts of Knoxville Restoring Dignity. Restoring Lives.

Since 2016, CareCuts of Knoxville has provided free hair cuts and grooming services to Knoxville’s unhoused individuals every Sunday. Over time, services have expanded to include meals, optical care, clothing, transportation, job resources, and more. As an organization reliant on donations and volunteers, CareCuts needed an experienced marketing partner to help generate awareness and connect with more people in the local community.

The Brief

When CareCuts first partnered with Asen in 2018, its internal mission was clear, but its brand identity was not. The non-profit needed a concise way to share its message and story in the community. And while the initial goal was simply raising awareness, we soon saw CareCuts’ need for clearer pathways to connect with more Knoxville volunteers, donors, and allies.

In addition to branding challenges, a revolving door of partners and volunteers made it difficult for CareCuts to maintain consistency in organizing and marketing their efforts at the time. Asen stepped in as a pro-bono partner to help their team fill these gaps, providing the brand definition and ongoing marketing guidance needed to consistently reach their audience and support our homeless neighbors in Knoxville.

The Solution

Our first task: crafting a definitive brand for CareCuts. To do this, we freshened up their visual identity, ensuring what they do and who they help is evident in the core branding elements. By revamping their logo and website, we were able to help their team tell a clear, compelling story around their mission.

To complement their fresh brand elements, Asen also produced high-quality photography and brand videos showcasing the facility, volunteers, and a few of the individuals they serve. Now, when speaking to potential donors and community partners, CareCuts has strong brand assets like an emotional overview video and connective testimonials to help highlight the organization's positive impact.

Ultimately, CareCuts needed a partner to think beyond branding and content creation, identifying new ways to achieve their growing goals with limited resources. By working together to enhance their marketing and recruitment processes, we helped boost efficiency within the organization and set their team up for long-term success on multiple channels. From social media and print collateral, to email and video marketing, Asen's strategic recommendations and hands-on guidance continues to elevate CareCuts' local presence and generate new awareness.

Since their start in 2016, CareCuts has seen significant expansion, with a new goal of developing a daytime community center for unhoused people to learn valuable skills and engage with others. We can’t wait to watch as this brand and team continue to thrive in the future!

Partnering to help the unhoused
in the Knoxville area.

“The Asen team has helped our Ministry and the local homeless population create deeper connections within the community and beyond. Our leadership, volunteers, and the less fortunate we serve are all humbled by and grateful for Asen’s support.”

— Marti Baker, Founder of CareCuts Knoxville