Building Bonds Campaign
Deliverables
Identity system
Brand identity guidelines
Social media graphics
Website
Bus wrap
Artwork files
Software
Adobe Illustrator
Photoshop
InDesign
Figma
Overview
America’s childcare crisis disproportionately affects single mothers across the country.
Single mothers have trouble finding work due to the inaccessibility of childcare because of price, time, and the scarcity of options in some locations. The inability to find adequate childcare keeps women out of the workforce and places a financial burden on their families as well as the businesses that employ them.
Solution
Building Bonds is a nonprofit organization that was created with the mission to empower Indiana single mothers through childcare support. Too often, mothers must make job decisions based on childcare considerations rather than in the interest of their financial situation or career goals.
Building Bonds provides childcare onsite at our locations across Indiana from certified volunteers while also compiling outside childcare resources in one simple place to make finding childcare for single mothers as quick and easy as possible.
Identity Design
This identity references children’s building blocks which represent the community of support and the personal growth that will be built in Building Bonds. Rounded type, corners, and calming colors create an inviting atmosphere for the organization. The logo uses the typeface Filson Soft to match the rounded corners of the icon, furthering the open and encouraging feel that Building Bonds provides.
The colors of the logo were chosen to evoke specific emotions and concepts. The pink block represents love, compassion, nurture, and warmth while the green block represents growth, abundance, and new beginnings. The blue foundation of the logo represents serenity, inspiration, stability, and relaxation.
Social Media Advertisements
Social media posts are an essential part of Building Bonds’ marketing. Content will include mom spotlights, ways to get involved with Building Bonds, inspiring quotes, statistics detailing why our work is important, and community events. As the target demographic of this campaign is single mothers ages 20 to 35, Instagram was chosen as a viable platform since the majority of its users are women ages 18-34.
Website
Through the website, the audience is able to learn more about Building Bonds on the About page, contact the organization, find onsite or outside programs, sign up to volunteer, and donate to the nonprofit itself. Building Bonds uses Filson Soft for headings and subheadings and Montserrat for body text. To make the organization feel more personal and not like a corporation, Salted is used as a hand-written accent typeface. This can be seen in the website, brand guidelines, and social media posts.
Bus Wrap
Public bus vehicle wraps help spread Building Bonds’ message to individuals who use public transportation as well as onlookers who live or work nearby. A QR code will always be present along with contact information so that interested viewers can be directed to Building Bonds’ resources. Bus wraps can function almost like moving billboards, advertising the nonprofit to large or small cities as they make their everyday routes.
