FASD NETWORK of SOUTHERN CALIFORNIA
FASD Network of Southern California educates, encourages, and supports people affected by fetal alcohol spectrum disorder. FASD — Fetal Alcohol Spectrum Disorder — is multi-layered and complex. Similar to autism in that it is neither visibly recognizable nor easily diagnosed, it affects a variety of behaviorial and processing aspects. FASD is less known and a less popular "cause" than autism, but the Network aims to change that with its professional look and feel.
With the goal of being THE hub for FASD information, community, and resources, the organization needed to increase its visibility and value.
The organization didn’t have branding assets when it approached Alvalyn Creative, but had a sizable and complicated Google sites presence.
Create a unique, compelling logo and graphic standards.
Create an appealing identity system to increase value and awareness.
The question for the website was how to sort and order the massive quantities of information and resources into an uncomplicated hierarchy for easy search, and also provide a pleasing and easy user experience.
After conducting an initial assessment and brand audit to address needs, current situation, and opportunities not yet realized, I developed a brand strategy for the client to form a bridge from their current situation to what they wanted to accomplish.
In addition to creating awareness among families, adoptive parents, the courts, law enforcement, social services, teachers and educators, the org wanted to provide an online information and connection hub with categorized articles, events calendar, donations, and a conversion funnel.
To represent the SoCal vibe and reduce a sense of clinical, I selected warm colors from across the hue spectrum and hid a reverse impression of the uppercase letters within the letters. My intent was to create an honest visual identity that communicated hope but also the substance and seriousness of the disorder.
A ground up strategic brand that includes logo, identity system, and website — and provides practical, proven tips, resources, information and education for everyone concerned with Fetal Alcohol Spectrum Disorder.
The organization continues to increase in awareness, community, participation, training opportunities, and revenue.