forever identity standards

forever Identity Standards

Alivia Jo Warren Adopted March 8, 2009

Finding every child’s one place.

I’ll grow to be a great friend.

forever

Table of ContentsMission Statement ................................................................. 9

LogoPrimary Logo ......................................................................... 12Secondary Logo .................................................................... 13Black and White .................................................................... 14Grayscale ................................................................................. 14One Color ................................................................................ 15Improper Use ......................................................................... 16Avatar ....................................................................................... 18Additional Elements ...........................................................20

ColorPrimary Color Palette ......................................................... 24Secondary Colors ................................................................ 24

TypefaceLogotype ................................................................................ 28Additional Type .................................................................... 29

Business SystemLetterhead .............................................................................. 32Business Cards .....................................................................34Envelopes ...............................................................................36

Print PiecesBrochure ................................................................................ 40Forms .......................................................................................42Poster .......................................................................................44Note Cards .............................................................................46Announcements ...................................................................48

WebsitePrototypes ............................................................................. 52

Mobile ApplicationScreen Shots .........................................................................56

Environmental GraphicsGifts ..........................................................................................60In the Community ................................................................62

Re-branding: Behind the ScenesResearch .................................................................................66Sketches ..................................................................................70Logo Iterations ..................................................................... 72Website Research and Planning .................................... 78Site Map .................................................................................. 79

Alyssa Marie Kelson January 10, 2009

Mission StatementOur mission is to simplify each child’s adoption experience by offering excellent and expert care. It is a complicated process for those who are new to it, and our job as a child placing agency is to make each adoption experience happen as smoothly as possible. We pay special attention to adoptive as well as the placing parents’ needs, to important ethics, to laws and policies, and to the tricky dynamics that may be present in each case. Ultimately, we ask everyone involved to work together in the spirit of love and respect so that the child who is involved is honored.

We tenderly care for and restore dignity to human lives through providing ethical, gentle and loving family services. When we help parents make wise plans for their children’s futures, everybody has a better outcome. When needed, resource families support these parents in the manner most reasonable under the circumstances. If it turns out an adoption plan is best for a child, the child is placed by the parents into a loving adoptive home with the help of a caring, qualified professional.

Our staff follows principles taught by Jesus Christ; basically, love one another. We will respect everyone’s boundaries and personal beliefs.

I’ll graduate at the top of my class.

Identity Standards 11

David Andrew Erickson June 16, 2007

LogoPrimary Logo Secondary Logo Black and White Grayscale One Color Improper Use Avatar Additional Elements

I’ll learn how to be happy.

Primary Logo

This is the primary logo that appears on all print, web and environmental materials. It can be paired with the tag line: “Finding every child’s one place.”

Size restrictions and clear space are as shown, with no restrictions as to how large the logo can appear. The logotype is not to be separated from the mark in situations where it would be the sole representation of the brand. However there are certain elements which may be used abstractly or as supporting imagery. See the Additional Elements section for the complete list of acceptable uses.

1" smallest

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Secondary Logo

In special situations where the primary logo does not create the proper aesthetics or does not show up well, the secondary mark can be used.

1" smallest

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Black and White

Grayscale

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One color

Improper Use

Please avoid any and all of these variations on the logo as well as any other variations that are not consistent with the previously specified rules. This does include color change as well; see the section on color palettes for the official colors and acceptable uses.

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Avatar

The avatar is a 10 to 15 second animation of the logo. It starts with the name fading in, followed by the heart which begins small and after it reaches its full size the line appears.

Frames 1 – 48, 2 seconds, the name fades in.

Frames 48 – 96, 2 seconds, the heart appears.

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Frames 96 – 144, 2 seconds, the heart grows to its full size.

Frames 144 – 192, 4 seconds, the line is drawn in starting from the heart and continuing until it reaches the end of the word.

Additional Elements

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The background will primarily be white, however a color may be used in some applications. When paired with the dot pattern any of the colors may be used, providing there will be minimal or no text or imagery used with it.

Other elements such as the heart or the half circles may be used separately from the logo. These elements should never appear as the primary representation of the brand and most often will be used abstractly, enlarged or repeated as a pattern. The pink arrow is used primarily in this book, but may be used sparingly in other applications.

Rebecca Anne Johnson May 5, 2006

ColorPrimary Color Palette Secondary Colors

Can you play with me everyday?

Primary Color Palette

Secondary Colors

Pantone 311 UP C=56 M=0 Y=12 K=0 R=96 G=201 B=221 Web safe=#60C9DD

Pantone 128 UP C=0 M=11 Y=75 K=0 R=255 G=221 B=93 Web safe=#FFDD5D

Pantone 206 UP C=0 M=98 Y=51 K=2 R=231 G=31 B=88 Web safe=#E71F58

Pantone 2755 UP C=87 M=88 Y=1 K=2 R=69 G=65 B=149 Web safe=#454195

White C=0 M=0 Y=0 K=0 R=255 G=255 B=255 Web safe=#FFFFFF

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The primary color palette is to be used for both the primary and secondary versions of the logo. The color of the heart may be switched for a secondary color only when the logo also appears in the primary colors. The color of the logotype should always be blue, except when the pink one color version of the logo is being used.

White is used for backgrounds or reversed text. The pink functions as the primary text color for titles and most body copy will be set in 80% Black.

The secondary colors were chosen as complimentary, colors to be used sparingly on supporting materials and information, most often for contrast and interest.

Kendra Sophia Benson August 26, 2009

TypefaceLogotype Additional Type

I will learn how to love.

The logotype is Gotham Rounded with a tight tracking. It appears in all lowercase letters and is the only element that should be set this way. The logotype should always be blue and is not to be used separately from the mark. It should always be visually the same weight and should not be reduced to anything smaller than a half inch wide.

Logotype

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Gotham Rounded is the main typeface, both book and bold styles are used on all pieces, as well as a limited use of Gotham Rounded Book Italic. A serif type, ITC Cheltenham, is the specification for typed letters.

Additional Type

Gotham Rounded Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Gotham Rounded Book Italic

Gotham Rounded BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ITC Cheltenham Book

ITC Cheltenham Bold

JoAnna Elizabeth King April 16, 2011

Business SystemLetterhead Business Cards Envelopes

I’ll feel the power of a simple smile.

Letterhead

The letter head would be used for any correspondence the organization would have with birth parents, adoptive parents and other organizations. The type to be used is Cheltenham Book. A Microsoft office template would be created so that the type is consistent on every letter the organization sends.

Paper Specifications

Low NewPage Gusto 80lb. Satin Text

Middle Mohawk Everyday Digital 70lb. Text

High Mohawk Via Satin 70lb. Text

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1345 Monroe Ave. NW Suite 246 Grand Rapids, MI 49503 • www.forever.org

November 14, 2011

Sincerely,

Cathy RaidnaFounder and Executive DirectorP: 616.741.5432 | F: 616.841.5432raidnacathy@forever.org

Dear Michael and Anna,

Our mission is to simplify each child’s adoption experience by offering excellent and expert care. While it is a complicated process for those who are new to it, our job as a child placing agency is to make each adoption experience happen as smoothly as possible. We pay special attention to you as well as the placing parents’ needs, to important ethics, to laws and policies, and to the tricky dynamics that may be present in your case. Ultimately, we ask everyone involved to work together in the spirit of love and respect so that the child who is involved is honored.

We tenderly care for and restore dignity to human lives through providing ethical, gentle and loving family services. When we help parents make wise plans for their children’s futures, everybody has a better outcome. When needed, resource families support these parents in the manner most reasonable under the circumstances. And if it turns out an adoption plan is best for a child, the child is placed by the parents into a loving adoptive home with the help of a caring, qualifi ed professional.

Our staff follows principles taught by Jesus Christ; basically, love one another. If you desire, a member of our Prayer Team will pray with you and support you spiritually through this complicated time. Please trust we will respect your boundaries and beliefs.

Please do not hesitate to contact us with any questions or concerns that you may have as you begin your adoption process.

forever

Business Card

Cathy RaidnaExecutive Director

P: 616.741.5432 | F: 616.841.5432raidnacathy@forever.org

1345 Monroe Ave. NW Suite 246 Grand Rapids, MI 49503

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Business cards are customized for each employee with the back of every business card having a different child’s picture who has been helped by the organization. With each photo there is a personal message telling the viewer about the simple yet vital actions, feelings and rewards that adoption provides for everyone involved,

Paper Specifications

Low NewPage Gusto 100lb. Satin Cover

Middle Mohawk Everyday Digital 100lb. Cover

High Mohawk Via Satin 100lb. Cover

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Michael RichardsonVolunteer Coordinator

P: 616.741.2432 | F: 616.841.2432richardsonmike@forever.org

Amber’s parents drive her to every dance lesson. www.forever.org

Bob DonaldsonMarketing Executive

P: 616.741.5432 | F: 616.841.5432donaldsonbob@forever.org

Anthony’s Dad just taught him how to ride a bike. www.forever.org

Envelopes

Envelopes are standard #10 business envelopes for regular correspondence and also catalog size for larger packets of information and paper work for families. The paper specification for the envelopes would be white writing weight paper; matching whichever previously stated specification used for the letterhead.

Michael and Annna Woodroe456 Lake Michigan Dr. NWGrand Rapids, MI 49503

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Michael and Anna Woodroe 456 Lake Michigan Dr. NW Grand Rapids, MI 49503

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Thomas Glyn McDonald June 16, 2002

Print PiecesBrochure Forms Poster Note Cards Announcements

Can you come to all my games?

Brochure

Forever is a non-profit adoption and family services agency devoted to building strong and loving families, with the sole focus being on the child.

For more information please visit www.forever.org, call us at

616.714.4000 or email Cathy Raidna at raidnacathy@forever.org.Madison Loraine Kennedy August 4, 2011

Open Adoption = birth parents + adoptive families + child, forever.

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Open Adoption

This brochure is an introduction to the topic of open adoption. It would appear in doctors’ offices, clinics, social work offices, shelters and community centers. It would not be mailed out upon inquiry of open adoption as they would have more extensive information to pass along at that point. The purpose of this brochure is to offer the suggestion and a brief introduction to open adoption, while remaining light since these will be out in the public for anyone to read.

Paper Specification Low NewPage Gusto 100lb. Satin Text

Middle Mohawk Everyday Digital 100lb. Text

High Mohawk Via Satin 80lb. Text

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Birth Parents

As the child’s birth mother you ultimately decide whether or not you would like an open or semi-open adoption. This kind of agreement with the adoptive parents allows you to remain in your child’s life and feel more secure with your diffi cult yet selfl ess decision to place your child.

All birth mothers have the right to choose the amount of openness.

U.S. Department of Health’s 2007 National Survey of Adoptive Parents

Open Adoption

Open adoption is a situation in which the birth mother and the adoptive family remain in contact and are both involved in the child’s life. Some choose a semi-open adoption in which involvement mainly consists of photos and letters.

Forever respects everyone’s wishes and allows the birth family to choose the amount of openness, and then an adoptive family is chosen who agrees.

Amanda and Jenny’s Story

“It’s awesome. She is a friend as well as an adoptive mom.”

Amanda’s adoption story began similarly to others: a fading relationship with her boyfriend, tight money and an unplanned pregnancy. Plus she already had a 2-year-old daughter who required much of her time and resources.

Around fi ve months into her pregnancy, Amanda realized raising another baby, especially without a father fi gure, would be diffi cult. She then made the decision to place her child for adoption. She knew she wanted an open relationship with the adoptive family and her child. “I didn’t like the idea of being cut off right afterwards,” Amanda said.

The adoptive parents were not planning on an open adoption, but then Amanda invited Jenny and Keith to her hometown and the personal relationship among the three began.“They cared enough about me as a person to come all the way out here; they showed that they were really serious, were caring people and they wanted to get to know me.”

“Amanda and her daughter are still a part of our family, and we will always be connected for the rest of our lives.” -Jenny

Open adoptions are not for everyone because some adoptive families have fears of feeling like co-parents if the birth mother is still around; conversely, many birth mothers say that it is just too diffi cult seeing their child with another family and they would rather have contact only through pictures and letters.

However, when open adoptions do work, the benefi ts are immeasurable. Jenny and Keith gained a child, Amanda was able to continue on with her life and remain in contact with her son, and each gained an unexpected lifelong friend in the process.

Read Amanda and Jenny’s full story and others like it at www.adoption-for-my-baby.com

90% of adopted children age 5 and older have positive feelings about their adoption. Many of these are open adoptions and a child’s lasting connection with their birth mother is vital to their understandingof their family. Most adopted children are thankful to their birth mother for giving them the life and parents that they have.

Adoptive Parents

When you choose to allow your child’s birth mother to remain in the family you are giving her an endless gift. Not only does your child feel loved by both you and their birth mother, but you have the opportunity to gain a lifelong friend and family member as well.

Open or Semi-open adoptions in the U.S.67%

Spread: 8 x 15, Folded: 8 x 5

FormsFe

t Fee Agreement

This agreement pertains to fees and services for Adoptive Applicants.

• I agree to pay the amount listed for services described when services are initiated.

• I understand that it is not possible to move forward in the process until all fees are paid in full.

• I understand that there is no guarantee that a child will be placed with me as a result of working

with this agency.

• I understand that these fees cover the costs of services related to making an adoptive placement

and that fees paid are non-refundable. In the event the agency elects to refund any fee, a Refund

Verifi cation Record must be completed in full and signed by the client.

• I understand that should I complete a Pre-Placement Assessment that I may be approved or

not approved to adopt by this agency and that the fee for this service is non-refundable.

• I understand that if my account is not paid in full that the agency may decline my request

to complete further work related to my case.

I have these remaining questions about fees and services with this agency:

Fee agreements that vary from any part of this program statement shall be made in writing and signed

by all parties.

I understand and agree to the statements made above.

Applicant signature: _____________________________________________________ Date:__________________

Worker signature: _______________________________________________________ Date:__________________

update: January 2012

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s fees and provided services

with this agency.

I have the remaining questions about fees and services with this agency:

by all parties.

ent Fee Agreement

with this agency.

I have these remaining questions about fees and services with this agency:

by all parties.

update: January 2012

This is an example layout for forms that the organization would use in the actual adoption process. They would have the option to color code them when multiple forms are being sent out at once. Since there is a lot of paperwork involved within this organization these forms and others will always be printed on the lower end paper. This helps keep the bulk of the paperwork down as well.

Paper Specification NewPage Gusto 80lb. Satin Text

Poster

And Baby Makes 3Join Forever of Grand Rapids, as we invite Kendra and David Mariano to share their adoption story with parents like you. Learn about the adoption process from their point of view and hear what you can do to cope with the emotional side of adoption as you prepare to add a child to your family.

Tuesday December 6, 20117:00 PM – 9:00 PMGrand Rapids Public Library Room 231

forever

For more information please visit www.forever.org, call us at 616.714.4000 or email Cathy Raidna at raidnacathy@forever.org.

This is a poster for a speaker event regarding one family’s adoption story. It would appear in many of the same places as the brochure including doctors’ offices, clinics, and community centers.

Paper Specification Low NewPage Gusto 80lb. Satin Cover

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Note Cards

These are note cards which the organization would send out to their volunteers and donors after special events. They are blank inside to allow them to use them for various messages. Envelopes are white size A6.

Paper Specifications Low NewPage Gusto 100lb. Satin Cover

Tyler Age 5Adopted August 26, 2006

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Sydney Age 6Adopted May 3, 2005

foreverSydney Age 6Adopted May 3, 2005

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Adoption Announcements

Adoption announcements would be available to the families with pre-printed names. The family would receive a set number of them free of charge. The back of each announcement has the organization’s primary logo and the inside has space to insert photos, kids’ drawings and personal messages. Envelopes are white size A2.

Paper Specification Low NewPage Gusto 100lb. Satin cover

We didn’t give her the gift of life, but in our hearts we know, the love we feel is deep and real, as if it had been so.

For us to have each other is like a dream come true. No, we did not give her the gift of life,

life gave us the gift of her.

-Anonymous

foreverFront

Spread: 8.5 x 5.5 Folded: 4.25 x 5.5 Prints on 8.5 x 11

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We joyfully welcome baby

Alyssa Marie Kelson

into our family. She was adopted on September 10, 2011.

look who’s joined our family

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Inside

Spread

Amber Jean Hamilton December 17, 2003

WebsitePrototypes

I’ll learn to share my talents.

Prototypes

The goal for this website is to be very informational and organized well so that a visitor to the site can easily find what they are looking for. This organization’s services and processes are extremely emotionally involved and lengthy meaning a website that conveys ease and dependability is also important. There are various locations where the organization’s contact information can be found and an important part of this site is the section of profiles of prospective parents. The site map for the website can be found in the process section on page 81.

Homepage

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Mission Statement

Perspective Parent Profiles Page

Kaitlin Louise Fisher July 23, 2007

Mobile Application Screen Shots

You will show me anything is possible.

The purpose for this mobile application is to provide parents with a way to search for local or non-local family friendly activities. It begins with quick instructions which can be skipped for returning users. Then the user simply gives their location and answers a few quick questions and a list of activities are displayed on screen. The questions asked help to filter the results based on such things as children’s age, budget and when the user wants the activity to take place.

Application Icon

Figure 1.

Screen Shots

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Figure 4.Figure 2. Figure 3.

Figure 1 welcomes the user to the application with family faces. In figure 2 the user begins the process by entering their location and how far they want to travel for the activity. The user is then asked a series of other questions to narrow down the results and Figure 3 appears with a list of activities that fit the criteria. Finally in Figure 4 the user sees details about the activity upon clicking on one from the previous list.

Anthony Joe McKellar February 2, 2005

Environmental GraphicsGifts In the Community

I will learn to get up and try again.

These are items which the organization would give away to families and volunteers. Most often families are adopting babies and toddlers therefore baby items such as bottles and onsies are perfect things for the organization to give as gifts to families who have just adopted a child.

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Additional items:

rubber bracelets water bottles refrigerator magnets window clings bumper stickers t-shirts key chains baby hats baby blankets stress balls teddy bears

These applications would appear throughout the area of the city where this organization is most active. Various billboards would be used as well as items in places that would communicate to the right audience. For example park benches would be designed to advertise for the organization through color and message.

In the Community

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Kelly Lynn Sampson September 2, 2002

Re-branding: Behind the ScenesResearch Sketches Logo Iterations Website Research and Planning Site Map

You can show me how to achieve.

The research process began with a look at successful and unsuccessful logos. Then a brand document was created to break down the organization and analyze their audience and the services they provide. Also color, imagery and type were explored through mood boards. The name was chosen from a list of 100 possibilities, which was narrowed down to 12 and then voted on by others.

Research

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Samantha Martin | GRDE 410 | Non-Profi t Re-branding | 9.7.11

BackgroundGreater Hopes Family Services was originally licensed by the state of Michigan in November of 2002. The group was set up by Cathy Raidna, founder and executive director, and was originally called Adoptions of the Heart Inc. They changed their name in May of 2011 upon re-licensing. They currently employ adoption staff, administrative staff and support staff, however the heart and sole of the group are its children, prospective families, adoptive families and volunteers. They operate primarily in the Grand Rapids area, and most adoptive families are from Grand Rapids. Adoptees are usually infants and toddlers who are currently infoster care or many times new babies in need of a home.

ServicesThis is a non-profi t company that provides family services, primarily adoption and foster care. They specialize in private domestic adoptions and also offer support groups for adoptive and foster care families. Another service offered is help in the search process for birth parents and adopted children looking for one another.

PeopleGreater Hopes has a service for everyone involved in an adoption process or foster care family. They help expectant mothers place their babies, adoptive parents connect with children in need, foster parents, adopted and prospective adoptive children, and persons hoping to reconnect either with a child or a parent after an adoption. They provide education and training programs to prepare families for their adoption.

NeedsThe market for the services that this company offers is in need of the following: - pairing for infants and children with families - support groups for adoptive, birth parents and adopted persons - search and reunion services - open adoption services and support - home studies - adoptive parent education and trainingAlso foster care services such as: - pairing of children and families - support groups, education and training

CompetitionThe competition for this agency would be larger agencies who provide their services in multiple locations across the state of Michigan or the US. An example would be Bethany Christian Services, who has offi ces across Michigan. These agencies have greater potential for business and support as a result of their larger sizes and multiple locations. Also agencies who offer international adoption services would be a source of competition. International adoptions are sought by families as a result of their lower cost, faster completion and ability to adopt an infant rather than an older child.

CompanyGreater Hopes Family Services, Inc.Adoption and foster care services

Location1345 Monroe NW, Suite 246Grand Rapids, MI 49505

Positioning Statement

DifferencesThis agency encourages open adoption, no birth parent is ever asked to completely leave the child’s life, unless that is their choice. Another difference to note is the fact that this agency only operates domestically. Also they handle every case individually and specially; no ‘cookie cutter’ adoptions take place. They work hard to make each adoption experience personal and seamless.

Unique Benefi tsGreater Hopes works to be sure there is always a remaining connection between child, birth parents and adoptive parents when the situation allows. They provide constant support and education throughout the process, and provide the opportunity for a Christ centered adoption process, through prayers and spiritual support, if the family wishes. Most of all, through this agency, children right here in our area are being helped and provided for. Greater Hope’s ultimate goal is to make the child or children involved in each situation feel cared for and loved.

SummaryThis agency is based on the simple, yet important value of loving one another. Each person involved in the process is valued and important to the agency. They work as a team to build families and place children into loving and nurturing environments.

Positioning Statement

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ChUseA-Z AdoptionKinectLittle LivesLife TiesConnectionsKids DreamsSeekKidnectionsHugs n HomesLove OneLove WonBuilding BlocksTheir PlacePlay With MePlay With usOne ChildOne Family1+1=2Baby StepsHold HandsWhen I Grow UpGrown UpPlus OnePlus 1Plus UPlus YouThrough UsU ForeverForever UAddoptionYou and I2 Hearts 1 Family2 Lives 1 FamilyUs Forever

One Child. One PlaceFamily ConnectionsWe ConnectForever 1One ForeverTiesTiedPermanent TiesHearts TiedPut TogetherAll TogetherAll Together NowFamily FormsRaise UsRaiseAllyLinkedFamily LinksJoinHand in HandConstant FamilyFor KeepsFamily for KeepsIn the LoopBondedSprouts to FamiliesSprouting FamiliesSproutsGrowing FamiliesHome GrownBring Us TogetherBuild Us UpTied to YouOne for YouAll for One

Family CircleCircle YouRing Around YouShared HeartsCommon ConnectionShared TiesTot SpotsTots n TiesTies to TotsAdopt LuvBelongingsSpaces and PlacesHappy EndingsGift of Love4everLifeLinesBedtime StoriesShoes TiedStories for LifeLast a LifetimeI PromiseLinks and LoveLasting ImpressionOhannaOne Child. One LifetimeA Child’s LifeComplete CareGuiding FamiliesTied TogetherGood LifeGreat LightForever OursForever Yours

CompanyGreater Hopes Family Services, Inc.Adoption and foster care services

Name Possibilities

Much of the sketching was done for the identity itself. 100 thumbnails were created, then 20 were digitized and from there one was chosen as the final direction.

Sketches

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Many digital iterations were done after the final direction was chosen. Different layouts and colors were explored. The different options were also quickly applied to different things to figure out what worked and what did not.

Logo Iterations

hugs&homes

hugs&homesbuilding loving families

secondary

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Website Research and Planning

10 Keys to Effective Non-Profit Organization Websites (Vandelay Design)

1. Clear description of the organization’s mission/purpose

2. Concise but complete information about the organization’s background and basics

3. Clear idea of the site’s visitors and the organization’s main audience

4. Information for donors

5. Information for volunteers

6. Photos of people who are impacted

7. Contact information

8. Design that fits with the organization’s culture

9. Email newsletter sign-up

10. News and events sections

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Site Map

Facebook

Next Event

Eligibility

Parent Profiles

Children

Support

Q & A Section

List of Events

Support Sites

Placing Parents

Mission

Volunteers

Newsletter

Adoptive Parents

Contact

Parenting Help

Events

Services/Fees

Adoptees

External Links

Photo Album

Events

Advice

Homepage

forever

forever identity standards

secondary logo

business cards

mission statementour

identity standardscopyright

additional elements

additional type

business systemletterhead

secondary colors

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