Foundational Family Brand Identity

The Challenge

Foundational Family is a christian-based therapy and parenting business. They were a new business looking to develop a brand that encompassed their core beliefs that showcased their dedication to their clients.

The Solution

The brand development process was a journey through the true essence of the business and the heart of its founder, Nancy Grabe. The result was the creation of a logo that encompasses the openness and willingness to heal and the the desire for a connection. That concept drove the whole branding effort and became the guiding principle for the brand.

The open heart

The logo’s key element is an open heart that is seeking to become whole again. Formed by two F’s and with sections that intersect in unexpected ways, it illustrates how the path for healing can be different than we understand.

Defining the brand

The brand colors provide a versatile and complementary palette. The palette includes colors that are vibrant, positive and that contrast with each other. This allows the logo to appear in distinct but equally impactful ways on different backgrounds.

Icons that tell the story

The icons became an important part of the brand. They symbolize the different struggles and benefits seen during one’s healing journey. The yellow and teal are used to highlight specific elements while also making for a playful visual style.

It’s all about the tone

It’s important to know how to talk with the clients. The content strategy was developed with the communication style of their clients in mind. From the use of relevant hashtags to phrases that resonate with the audience, every bit of copy was written to build trust and stimulate a connection.

A new approach to parenting

Foundation Family is a christian-based parenting business. Their focus is on building strong relationships among family members. They offer workshops for parents and teens, 1-on-1 therapy sessions, parent mastermind groups and have a facebook group.