Families experiencing poverty often find themselves caught in a cycle intensified by systemic disparities, limited resources, and lack of opportunities. Recognizing that immediate aid provides only temporary relief without addressing the underlying issues that perpetuate poverty, ForKids developed an approach that creates lasting change in the lives of these families.

Istoria partnered with ForKids to reimagine their brand — and they pulled me in to lead the project through my signature process and ensure it resonates with donors, staff, volunteers, community partners, and the families they serve. A unified brand helps ForKids better communicate its mission, engage the community, attract donors, and deepen its impact.

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Strategy

The heart of ForKids is genuine, innovative, and hopeful. Through extensive user research and surveys involving over 100 participants across six stakeholder groups, we identified three key personality archetypes that align with these values. Understanding these archetypes allowed us to craft a brand personality that is genuine in acknowledging the hard truths of systemic poverty, innovative in its comprehensive approach to solutions, and hopeful in its vision for the future.

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Logo

The new ForKids logo is a timeless wordmark featuring a spark element that symbolizes progress and growth. The visual identity moves away from the traditional blues of the nonprofit sector, introducing a bright and uplifting color palette that reflects the spirited energy of the children and families ForKids serves.

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Visual Language

We developed a visual language that balances professionalism with playfulness. Patterns like smooth grids convey structure and stability, while elements like dots and sparks add surprise and delight. The typography bounces between clean, geometric fonts and their more whimsical counterparts to reflect the organization's innovative and hopeful personality.

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Results

With a refreshed brand strategy and visual identity, ForKids now weilds a unified and compelling narrative that resonates with all stakeholders—clarifying their mission, broadening their appeal, and strengthening their position as a leader in addressing family poverty in Southeastern Virginia.