Portfolio
Family Independence
Roles
- Creative Direction
- Print Design
- Web (UI) Design
- Front End Development
Tools
- Illustrator
- Photoshop
- XD
- Dreamweaver
- InDesign
Overview
Following the closure of its parent organization, Family Services of Greater Boston, the residential program "Family Independence" emerged as a new non-profit entity. As the creative director, I was tasked with defining and leading the creation of a new brand identity and digital presence that would both honor the program's 175-year legacy and establish its new, independent mission. The goal was to build a brand that felt aspirational and supportive, reflecting the transformation of the organization and the families it serves.
Challenge(s)
The core challenge was to create an identity that conveyed a sense of new beginnings while respectfully acknowledging the program's storied legacy. The new brand needed to reassure stakeholders and clients that the mission would continue, but also stand on its own after the public closure of its parent organization. My key strategic hurdles were:
- Honoring the Past, Defining the Future: We needed a brand identity that could bridge the gap between a long legacy and a new, contemporary mission without causing confusion or mistrust.
- Building a New Narrative: The identity needed to tell a story of renewal and independence, both for the organization and its clients, in the wake of significant change.
- Creating a Unified Presence: The new brand had to seamlessly translate across both print and digital platforms, serving as a clear and welcoming hub for all key audiences.
Approach
For the visual identity, I explored dual-perspective concepts, experimenting with logomarks representing transformation, typography that bridged modern and traditional aesthetics, and a vibrant yet professional color palette.
For the online presence, I prioritized user-centric design, developing clear information architecture and user flows, iteratively creating wireframes and prototypes for usability, ensuring responsive design across all devices, and collaborating on a content strategy that delivered clear, empathetic messaging.
Result(s)
The new brand identity and digital presence successfully established Family Independence as a new, mission-driven organization. The strategic decisions made during the creative process resulted in a cohesive brand that resonates deeply with its audience and stakeholders.
While quantifiable data is limited for this project, the successful re-establishment of the organization under a new identity is a testament to the brand's effectiveness. The new visual language and messaging were instrumental in securing continued support and allowing the program to thrive as its own independent entity. The brand’s aspirational and positive tone has been a key factor in building trust and engaging with the community it serves.
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