Project Scope
Renaming Organization
Branding + Identity
Signage + Wayfinding
Environmental graphic design
Interior Design + Finishes
Project Coordination
Project Scope
Renaming Organization
Branding + Identity
Signage + Wayfinding
Environmental graphic design
Interior Design + Finishes
Project Coordination
Transforming Hope:
Our Brand Journey with Child Advocacy Network
At Hampton Creative, we believe in the power of design to profoundly impact organizations doing incredible work in our communities. Recently, we collaborated with the Child Advocacy Network, a non-profit organization that provides comprehensive services for children who have experienced abuse. Through a deep and meaningful partnership, we’ve reimagined and redefined their brand identity, aligning it with their healing, advocacy, and empowerment mission.
Our goal at Hampton Creative is to craft beautiful visuals and tell compelling stories that resonate with the heart of your audience. Child Advocacy Network’s story is one of resilience, strength, and unwavering commitment to protecting the most vulnerable among us. We’ve transformed their unique narrative into a brand that radiates compassion, trust, and hope.
Branding
Discovery
We believe you can’t tell a story you don’t know. We begin this project like all of our projects, understanding the story. As part of that process, we conducted a brand survey and interviews with key people within the organization. Through this process, we discovered some areas of opportunity to clarify how people within the organization see the brand.
Name Development
Through our research and audit, several concerns and issues regarding the name Child Abuse Network became apparent. These include:
- The name puts families on edge and makes them feel they have done something wrong.
- The name was limiting, not indicative of the organization’s operation or mission, and didn’t express all that is provided.
- The name immediately communicates fear instead of hope.
We knew that the verbal articulation of the brand needed to be addressed before we could think about developing visual solutions. Our team recommended a pivot from the word “abuse” to the word “advocacy.” The new name of Child Advocacy Network addresses the concerns and keeps the equity of the CAN acronym, which is commonly used in referring to the organization.
Brand Development
Once the name was locked in, we could focus on the visual brand. As we did with keeping equity in the new name, we also wanted to maintain equity in the logo by using familiar elements. The new logo symbolizes CAN’s refined vision, signaling a strategic shift and giving clarity and direction to CAN both internally and externally.
Each element of the CAN logo mirrors a facet of its mission to provide collaborative intervention services to child abuse victims to encourage them to embrace a future driven by hope.
- HOME A house represents safety, protection, and belonging.
- HOPE The multi-window panes represent the multidisciplinary team of professionals that provide a view of healing and hope for the future.
- HEALING A teddy bear represents comfort and compassion.
Our team integrated the new logo into brand-centric print collateral, including letterhead, business cards, envelopes, notecards, and pocket folders.
Brand Launch
How we talk about the brand is just as important as how the brand looks. Our team developed a brand launch strategy to guide the CAN team with the roll-out of the new name and brand, first internally, then with partners, and then with the public. A thoughtful, strategic plan was needed to ensure everyone knows the “why” and rationale for the branding changes…changes that have real significance. The CAN team needed to be able to tell the larger story and explain the strategic changes people were seeing. Change for the sake of change can fall flat; the CAN rebrand needed an undercurrent of real organizational significance. The plan included all internal and external roll-out touchpoints, including emails, press releases, talking points, and social media.
Placemaking
The launch of the new brand was done in conjunction with CAN’s new facility’s opening. Our team had the opportunity to collaborate with the building’s architectural firm on integrating the new brand into a focal point of the new facility, a donor recognition display system. We put our powers of environmental design (we call it Placemaking) to work developing a solution that recognizes current donors and provides flexibility to add new names as needed. The result was a visual experience that extended the new brand story throughout the exterior and interior of the purpose-built facility.
Website
With the launch of the new brand name and logo, we also needed to tackle one of the largest public-facing communication channels, the website. Our team rethought both the architecture of the site and the user interface, keeping in mind the website’s primary purpose is creating awareness and donor development. The new digital presence reflects CAN’s commitment to evolve and grow in its mission to protect and uplift vulnerable children’s voices. With the new, sleek, and user-friendly website, we provide a seamless experience, making connections with CAN’s mission and getting involved easier than ever.
Direct Mail Campaign
With the launch of the new brand name and logo, we also needed to tackle one of the largest public-facing communication channels, the website. Our team rethought both the architecture of the site and the user interface, keeping in mind the website’s primary purpose is creating awareness and donor development. The new digital presence reflects CAN’s commitment to evolve and grow in its mission to protect and uplift vulnerable children’s voices. With the new, sleek, and user-friendly website, we provide a seamless experience, making connections with CAN’s mission and getting involved easier than ever.
