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AGENCY: eROI | CLIENT: EMBRACE OREGON | ROLE: VISUAL DESIGN

EMBRACE LOGO + EVERY CHILD BRAND GUIDE

Embrace Oregon, a nonprofit based in Portland that connects foster parents with foster kids, needed new logo and brand identity. They also needed a guide for their larger initiative, Every Child, to help them grow the program, reaching different counties across Oregon. Fellow designer, Amy Meservier, had already created a sophisticated and dynamic logo for Every Child. With her solid foundation to guide me, I first took on the task of updating the Embrace Oregon logo so that the two could work in the same ecosystem. 

My rough sketches for the Embrace logo next to Amy's for the Every Child logo.

My rough sketches for the Embrace logo next to Amy's for the Every Child logo.

THE LOGO

My challenge was to strike a balance between providing what they asked for and giving them what they needed. Their #1 must-have was to keep the shape of the Oregon state in the logo, to maintain that familiarity. First, I gave them what they asked for; an version of the Every Child logo reworked for Embrace. With the second option (the one they chose!), I pushed the brand further by using chunkier letters and a friendly, yet masculine typeface that feels like a counterpoint to Amy's Every Child logo. Together, they are two sides of the same coin. Nurturing, yet solid, unified by their intention and color family.

Final logos and colors for Every Child and Embrace Oregon. Read more about my process in this  blog post.

Final logos and colors for Every Child and Embrace Oregon. Read more about my process in this blog post.

THE BRAND GUIDE

Once the logos were established, I worked with a team to create the comprehensive brand guide that hones and sharpens the Every Child message so that it can be consistently shared with partner organizations and volunteers. We developed fictional personas representing Embrace Oregon's core audience (potential foster parents and DHS workers), print pieces, core brand values, language and messaging guidelines, imagery and color guidelines, and ultimately a solid playbook for them to launch and grow their initiative.

Sample pages from the Every Child Brand Guide.

Sample pages from the Every Child Brand Guide.

I'm proud to have worked on a project that makes such meaningful change in the lives of those who need it the most. The Brand Guide we created for Every Child provided the strategy and structure to power their expansion all over Oregon, and helped them get the funding they need to continue.

Check out the full Every Child Brand Guide. Check out the Every Child Global Strategy Guide.