Welcoming a new brand to the family
How can an organization with a long history introduce a new program, brand it and market it to a different audience – without confusing its existing audience? That challenge brought Family Support Line to Hollister Creative. We worked with Executive Director Pat Kosinski and her team to help them create a compatible identity for the Delaware County Children’s Advocacy Center and integrate it with Family Support Line’s existing suite of services.
Family Support Line has been responding to the problem of child sexual abuse for more than 25 years. Services include prevention programs, specialized treatment for victims and professional training for therapists. The audience encompasses children, teens, parents, teachers, community members, therapists and other care providers.
FSL came to Hollister Creative when its leaders decided that the organization would also take on the operation of a Children’s Advocacy Center for Delaware County, the only county in Pennsylvania that lacked one. Children’s Advocacy Centers coordinate the response team of police, prosecutors, caseworkers, advocates and medical personnel in cases of sexual abuse.
The new Delaware County Children’s Advocacy Center (DCCAC) needed its own identity, but one that blended well enough with the established FSL identity to look like a family member. It needed a brochure that explained its services to all of the professionals involved in investigating child abuse – a new audience for FSL. And it required a revamped capabilities brochure for FSL, to incorporate the added DCCAC services.
Here are some tips on extending a brand to a new, stand-alone program:
- Extend the basic look and feel of the existing brand to the additional, related brand. They should not be identical, but should look like blood relatives when placed side by side. For the DCCAC branding project, we picked up the FSL blue and logo typeface but added a distinctive icon and a different secondary color palette.
In their separate capabilities brochures, let each brand take center stage. Though the brands may need to acknowledge their relationship, this is best done subtly. Giving too much attention to a second brand, even a related one, can be confusing to the audience.
- In marketing materials, related brands can share the same headline and body text fonts, but select different photos that reflect the characteristics of each brand’s separate audience. For example, while both the FSL and DCCAC brochures show children, teens and families, the FSL brochure adds a therapist, and the DCCAC brochure adds members of the investigative team.