Roles
- Creative Direction
- Print Design
- Web (UI) Design
- Front End Development
Tools
- Illustrator
- Photoshop
- XD
- Dreamweaver
- InDesign
Overview
After a 175-year legacy supporting the families of Boston and its surrounding communities, Family Services of Greater Boston was forced to close its doors. In the aftermath, one of its many residential programs, Family Independence, emerged as a new non-profit to continue its program mission as it's own entity. The new organization needed a new identity and online presence.
Challenges
Looking forward while emerging from a long and storied legacy
Despite it's origin, Family Independence needed an identity that represented its own mission as a residential facilty "assisting families in reducing their reliance on public services and increasing their independence". After the financial breakdown of its parent organization, the identity needed to convey new beginnings for the fledgling group and its clientele who experience many of their own beginnings in their personal journeys.
Solutions
Emerging from its chrysalis
I chose the butterfly as a logomark for Family Independence to symbolize the metamorphosis of the organization into a totally new structure, emerging from the much larger umbrella group. It felt like a fitting symbol to represent the transformation of the clients who participate in its programs as well. And therefore would live on as the program itself matures.
I chose a combination of sans-serif and serif fonts for it's typography. Using the serifs as a nod to the legacy from which it emerged and the sans-serif to convey its present, more contemporary mission. The color pallete is bright and cheerful. And in many cases, I used trailing lines to show the movement of the butterfly. All were meant to have an aspirational quality about them, supporting the very important work that Family Independence does every day and the ambitions of the people that they serve.
Using the tone set by the logo and identity work, I designed and built a website as well. Their online presence is designed to support various audience journeys including those who want to refer to the program, support it financially or those who actually need it's assistance. It serves as an informational hub and a marketing piece to the community.