New name, logo and website to launch innovative child welfare approach

This new program was starting from scratch from a naming, visual and messaging perspective. We were delighted to accept the challenge of how to inspire service providers, policymakers and researchers to think about and show them how to adopt new survivor-centered, culturally-sensitive approaches to their work and practices.

Our Solution

We worked with the Futures Without Violence team to strategize around the goals for the new brand and how we could motivate key audience groups to connect with this new approach. It’s not easy to ask people to change their practices and — even more — change the systems that currently can create more harm instead of alleviating it.

We worked with the team through our naming process, exploring different types of names in different categories and expressive directions. The team settled on the name “Bridges to Better” to communicate how this new approach creates a path toward healthier frameworks for survivors and their families.

Early in our process, we collaborated with Justine Swindell, a Washington, DC artist, to develop the flagship illustration that would set the visual tone and bring out the joyful sense of diversity and thriving community we were aiming to create.

We then designed a new logo for the program that communicated a simple yet casual and optimistic energy to anchor the brand. The logo is intentionally flexible in that the bridge shape can be any color in the color palette.

Once we had a strong brand foundation, we designed and built the new website around the three core audience groups in the strongest positions to implement this approach: direct service providers, policymakers and researchers. In addition to overview information about the Bridges to Better approach, we created different audience “journeys” for each of these groups. This includes tailored information, resources and training modules with specific calls to action.

Throughout the website, we broke out pieces of Justine’s illustration to add life and continuity to the different sections. In some areas, we created our own custom icons and pieces to complement and build out as needed.

On a functional level, we designed and developed a robust resources library with custom taxonomies and detail pages for different types of content. We also set up training modules and summary areas to provide customized pathways into different parts of the content.