Design and Branding for the Guardians of Florida's Children and Families.
Since 1902, the Children's Home Society of Florida (CHS) has been protecting and caring for Florida's families and children. Since its humble beginnings in Jacksonville, the organization has expanded to include numerous chapters that collectively service the needs of thousands of children and family in need each day throughout the entire State. The organizations new development director brought us in to help solidify the CHS image and marketing, and bring unity to their brand expression. At that time, each of the different CHS Chapters throughout the State were responsible for their own marketing materials, and there were no established standards, brand guidelines, or formats for them to follow.
Our first task was to create a set of standard designs and usage guidelines for the most common materials needed by each Chapter including letterhead, business cards, flyers, labels, and media kits. With this in place all of the Chapters were visually unified which in turn strengthened the brand and increased awareness of the organization as a whole. Next we turned our attention to the quarterly newsletter which was the organizations primary marketing tool. We completely re-designed the graphics and format, and created a template that could be used by each Chapter to insert their own regional news and information. We established tight newsletter guidelines for images, article placement, and copy counts that made it possible to maintain a branded uniformity throughout the collection of individual newsletters. The Chapter newsletters were gang printed and bulk mailed through a common mailhouse which actually reduced each Chapter's production costs.
During our tenure with CHS we continued to help them strengthen their brand by creating new standards for common brochures and mailings and eventually extending the look to other materials such as their annual reports, internal publications, and fundraising events.