The Children’s Aid Society, a comprehensive child-services agency rooted in New York City communities for over 160 years, no longer felt that the way they were viewed matched the dynamic nature of their work.

Fenton was brought on to refresh their brand with new messaging, a tagline and a new logo. We provided a strategy to build on their legacy, convey excitement and attract new supporters.

Branding

Fenton’s first step was an intensive research process that led us to formally recommend that the organization truncate its name and develop a new tagline. The Children’s Aid Society became Children’s Aid, and Fenton developed tagline options to support the new brand. We worked with Children’s Aid to land on Every Step of the Way, which speaks to the legacy of the organization while speaking to the comprehensive services that the organization provides. Fenton designed a new logo which communicates both precision and aspiration. The shapes represent the potential of every child surrounded by family and community.

Messaging

Fenton worked with Children’s Aid to develop a new master narrative, with general messaging and messages tailored to distinct audiences.

Brandbook

Fenton provided a new visual identity system, patterns, color palette and print collateral which were compiled into a brand guidelines toolkit to be used by anyone within the organization communicating about their work.