Center for Adoption Support and Education: Rebrand

Landscape

A not-for-profit organization with a 25+ year history, C.A.S.E. is a national leader transforming the mental health of adoption, foster and kinship families. The organization’s goal is to become the best-in-class national leader in this space, documenting its measurable impact, building greater awareness for its mission, and continuing to grow its services and expand its footprint.

After completing a 5-year strategic plan, C.A.S.E. embarked on a rebrand, hiring CSA to spearhead the effort.

The organization was at a crossroads; several years of changes in marketing leadership resulted in inconsistent visual identity and messaging, and leadership was struggling to put a comprehensive marketing and communications strategy in place.

Project Scope and Approach

Brand audit (examining the organization’s footprint across all communications vehicles and platforms), logo refresh, messaging overhaul, refreshed logo and new brand guidelines, templates for collateral, marketing and communications plan, website audit.

CSA began by examining the brand architecture and made recommendations for master and sub-brands for the organization’s many initiatives. CSA examined messaging and made recommendations for tagline, vision, mission, core values, boilerplate and elevator speech narratives. Audience personas were developed to help the organization craft key messages for various, distinct audiences. A refreshed logo was created, new brand guidelines, templates for presentations, collateral and social media. CSA was able to help the organization make its brand identity and brand voice seamless, and provided the recommendations and tools for a phased rollout for the brand refresh. CSA was also able to help recruit a Chief Marketing Officer, after helping the organization get its “brand house in order.”

Results

Final presentations and deliverables to the Board and leadership were met with elation and excitement, as the organization is now poised for its national expansion.