(Work)
Wellroot
Helping a nonprofit plant new roots
Intro
Fostering the feeling of home.
After more than 140 years at its Decatur, Georgia campus, child welfare organization United Methodist Children’s Home sold its property and moved. Amid concerns that it had shuttered its doors, the family services organization tapped us to diminish those fears and remind its supporters that the nonprofit was stronger than ever.
However, that was easier said than done. No longer an actual “home” for children in need or officially connected to the Methodist Church, its name caused confusion about its affiliation and what services the organization provides. The new name resolves those tensions and highlights the need for Georgia’s children to be well-rooted and firmly planted.
Before
After
Next, we replaced the brand’s dandelion logo with a strong and stable letterform. The W is comprised of three significant pieces with a bold weight that feels grounded yet flourishing. It’s further distinguished with purple, a color unique in the industry and filled with meaning throughout Christianity.
We activated the identity across a number of applications, and paired the visuals with messaging that brought home the feeling of being well cared for, loved and supported.
The new name and identity was carefully launched to ensure all donors, stakeholders and partners understood the change and were excited about the organization’s future.
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