Overview
The Family Center provides free, year-round support programs designed to build happier, healthier families. Through curated resources, educational programs and uplifting community experiences, the organization helps families with the resources they need to navigate life’s challenges.
Challenge
Despite its critical role in the community, The Family Center’s outdated positioning and visual identity weren’t effectively showcasing the organization’s full value. Its website was difficult to navigate, its branding no longer reflected the mission and new subscriber growth had slowed. The Family Center needed:
- A refreshed brand identity to connect with a growing community.
- Updated digital platforms to increase accessibility and accelerate new member engagement.
Solution
Brand Refresh and Strategic Messaging
Defined a new philosophy and cohesive messaging framework that aligned with The Family Center’s mission and highlighted its role as a year-round, no-cost resource for families.
Visual Identity Overhaul
Developed a new logo, tagline, brand guidelines and print ad templates to modernize the organization while preserving its community-focused ethos and ensuring consistency across all channels.
Go-to-Market Approach
Launched a redesigned website to simplify community access and client management of resources, as well as implemented a multichannel marketing strategy that increased visibility in the community and drove new subscribers.
Results
- Complete brand revitalization: New mission, vision and values, plus a modernized visual identity supported by templates that communicate The Family Center’s purpose.
- Improved online platform: A redesigned, Americans with Disabilities Act-compliant website that better serves families seeking information and programs.
- Accelerated subscriber growth: Uptick in subscriber rate following the launch of the refreshed brand and new website.