Healing Hearts Connection
Children's Grief Connection, an organization that provides support and community for families who have experienced the death of a loved one, faced a problem as they grew. The word “children” was not fully representative of their services and future goals of serving not just families, but also emerging adults and older individuals.
The brand visuals at the time also lacked a refined and cohesive look, limiting growth opportunities. To help Children's Grief Connection establish a foundation for growth, I went through a brand audit with the organization's leadership. From that, I developed a brand positioning statement, recommended a name change, and built a visual brand identify to follow.
The new name “Healing Hearts Connection” creates an umbrella brand for the organization to expand from. Leading with the benefit, “Healing,” as opposed to the driver, “Grief,” makes the organization approachable and allows the tagline to do the explaining.
Services
Brand Strategy
Brand Identity
Creative Development
Logo Design
Graphic Design
Nodding to the past. Looking to the future.
The new brand mark is an evolution of the previous, resembling a balloon and ribbon—a nod to a balloon release ceremony at the first camps—but also taking the shape of a map pin and a damaged heart being mended.
Brand colors were updated to meet the audience where they are. A warm orange gradient against a complementary navy creates a feeling of hope amidst stillness and times of mourning.
Room for growth.
I also created a visual identify for their semi-annual family grief camps. With a solid brand foundation in place, the organization will be able to segment their communications appropriately as they continue to expand their grief support services.