As the Children Home Society brings their service lines closer together, there was a need for a more cohesive brand identity and consistent marketing materials. Carew Co. was excited (and flattered) to take on the challenge.
Through the process of a Brand Discovery session and numerous conversations, we discovered some helpful facts to guide our design. We learned there is a perception problem — many of the folks in our community still believe the Children’s Home is a home for orphans. We picked up on a couple of issues that were present in the original brand identity. The main identity has the shape of a building — the organization is not a home, but a “society” that helps children and families. Also, the main identity highlights the words, “Children’s Home” As opposed to “Children’s Home Society.” These are important distinctions we needed to address in the new Design System.
That’s very nice work and a huge improvement. I love how the various marks are different but all clearly relate to each other.
Comment by Sarah Lewis — November 20, 2008 @ 8:52 pm
I’m biased as Marketing Manger of the Children’s Home Society, but I have to say you guys did an excellent job and we love our new identity! The new branding has resulted in nothing but positive comments and a much-needed, cohesive look for our organization and service lines. Thank you!
Comment by Stacey Taylor — February 13, 2009 @ 1:53 pm