la familia counseling center: freethink 2016 brand development

LA FAMILIA COUNSELING CENTER (LFCC)APRIL 2-3, 2016

LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT

La Familia Counseling Center (LFCC) provides counseling, outreach and support services for at-risk youth, families, andlow income communities in Sacramento. For the over 40 years, La Familia communities have gained from health and wellness services family resources, and employment training.

La Familia asked for a new logo, brochure, and donor card to help better communicate their services and their impactwithin the community. Our team was able to provide La Familia with a full marketing kit which includes a comprehensivebrochure, 6 program rack cards, and donor card, logo redesign and website recommendations.

brand development


Original Logo Logo SketchesLa Familia has been using an outdated type font logo with limited usability (it was not developed with considerations for digital applications). They recently decided to abandon their logo of a family image, which included 2 parents and 2 children. They want to show respect to the evolution of inclusivity in the meaning of the word family. The FREEThink team explored various options to capture their new growth and direction.


Logo Exploration

The FREEThink team was able to develop a new logo that features an abstract element that can be representative of an iconic fountain or tree. The fountain is the visual representation of a plaza center where community members come to socialize and celebrate together, promoting inclusivity, support and happiness. The tree is a symbolic representation of the strength, longevity and growth that La Familia services provide for the neighborhoods they serve.

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Logo Development


SUB-BRAND FACILITY EXTENSION

CORPORATE ALTERNATE LOGO

Logo Development


Shirt Design

We developed a cohesive Marketing Kit that encompasses the many services and proograms that La Familia provides while incorporating the new brand. The marketing kit includes a brochure, 6 rack cards, a donor card and envelope. Overall, the Marketing Kit educates, informs, and advances the mission of La Familia.

Marketing Kit

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The revised brochure provides an overview of who La Familia is, their mission and values, and the services and resources they provide. The new copy and design highlights the key focus areas of the organization.

Brochure Exterior


Brochure Interior


Programs OfferedChildren’s Mental Health Services:Counseling services are offered in the home, school and offi ce setting. Individual, family counseling and groups are provided for children and youth experiencing emotional and behavioral concern/challenges. A wide array of Psychiatric services are offered with a strength- based, family focused approach. These services are eligible to children up to 21 years old with Medi-Cal.

Supporting Community Connections Program:This program is an early intervention and prevention of suicide program which targets unserved Latinos in the Greater Sacramento Area. The program offers free educational parenting of teens with classes and training on suicide awareness and prevention. These services are tailored to Latinos of all ages, while open to everyone free of charge.

Community Health Navigator Program (CHNP):This program provides assistance to health care services to increase health access and reduce disparities by supporting clients with transportation, scheduling appointments, interpreting, understanding prescriptions, goal setting and more. Eligibility: Latino and Spanish speaking community members who have been diagnosed with diabetes, hypertension or cancer. Participants must live in the 95817, 95820, 95824 and 95828 zip codes.

Please visit www.lafcc.org to learn more about our programs and services.

Health & WellnessLa Familia believes in improving the health and wellness of youth and families in our

communities. Our counseling programs are meant to improve the mental well being of

children from underserved communities with socioeconomic disadvantages.

Six individual rack cards were designed to provide a more detailed description of the services La Familia provides. The rack cards focus on; Health and Wellness, Family Support Programs, Youth Leadership Programs, Employment and Education, Community Centers, and Crisis Intervention. These cards are designed to be used in tandem or individually. They support the revised brochure and provide a more in-depth overview and call to action.

Maple Neighborhood CenterLa Familia is expanding for the fi rst time in 41 years and has asked community members for what they may need most. A nearby elementary school closed and families sent their children to over 17 diff erent schools — they now lacked a center for activities and community engagement. La Familia wanted to honor the heritage of Maple Elementary by creating a hub within the Franklin Community. The FREEThink team acknowledged the expansion of La Familia with their Maple Neighborhood Center by providing a rack card within the marketing kit on Community Centers (with information on their programs, partnerships and features).

A logo variation was also created as a sub-brand to La Familia that incorporates the same style while conveying growth, achievement and sociability.

Rack Cards

Family SupportLa Familia strives to help families thrive and fl ourish, even when faced with challenging

circumstances. We offer a wide range of programs and services to help families gain the tools and resources they need for success. Play care is available for children ages zero to fi ve so parents and guardians may attend workshops

and events.

tools and resources they need for success. Play care is available for children ages zero to fi ve so parents and guardians may attend workshops

programs and services to help families gain the tools and resources they need for success. Play care is available for children ages zero to fi ve so parents and guardians may attend workshops

Programs OfferedBirth & Beyond - Nurturing Parent Program: A home visitation program that offers early prevention support for families by; building parent-child relationships through bonding, teaching child development and parenting skills and linking families to health services. Pregnant women and families with children ages zero through fi ve who reside in the following zip-codes: 95814, 95817, 95820, 95822, 95824, 95827, 95655, 95623.

Effective Parenting:A program that offers parenting education, support services and activities is available to English, Hmong and Spanish-speaking families in the Sacramento area.

Parent Support and Stress Reducing Group:For families with children between the ages of zero and fi ve years, this weekly class teaches stress reduction through arts and crafts.

Family Partner & Youth Advocate:Advocates provide family members with resources and parental support through the Children’s Mental Health services program and Supporting Community Connections for families of children and youth, ages zero to 21.

Art Therapy Group, Car Seat Safety Class and other programs are also available. Please visit

www.lafcc.org to learn more and register today.

Programs OfferedSacramento Works Training Center:This center provides free pre-employment and employ-ment services including weekly orientations, workshops, life skills training and access to a computer lab. Eligibility for this center extends to all Greater Sacramento Area residents.

Adult On-the-Job Training:La Familia develops and maintains a pool of employers and matches them with workers for on-the-job training and future permanent hire. Eligibility for this center extends to all Greater Sacramento residents that are eligible CalWorks, low-income and dislocated workers, ages 22 years or older

Internet Essentials:Internet Essentials offers basic computer literacy edu-cation to participants to strengthen job skills and teach participants how to access news, health, educational and fi nancial information. Eligibility for this program extends to all Greater Sacramento Area residents.

GED Preparation:The GED Preparation class is designed to improve the skills of participants to help them pass the GED exam. Adult Ba-sic Education classes are also offered to provide remedial preparation prior to the GED exam. All participants are assessed and provided the appropriate level of education needed to succeed. GED Preparation is available to individ-uals ages 18 years and older who have not completed high school. Participants must be either dislocated workers, low-income, or CalWorks eligible to qualify.

Community Collaborative Charter School:The Community Collaborative Charter School offers an Independent Study Program for high school students on site at La Familia, who can get a High School Diploma. To qualify for eligibility, you must be a high school student.

Job Readiness Workshops:Résumé Writing Workshops are interactive exercises will help you develop a résumé that highlights your individual skills, knowledge and abilities – a résumé designed to elicit a call for an interview. Interviewing Workshops provide instruction on how to prepare for an interview, different types of interview styles, how to follow up and other resources that can help you succeed. Job Search Workshops address how technology has changed the rules of job hunting. Learn how to fi nd job leads through networking and the best way to use the internet to speed up your job search.

Financial Literacy Workshops :Provide an understanding of asset management to ensure a more secure fi nancial future.

Please visit www.lafcc.org to learn more and register today.

Employment & Education

La Familia Counseling Center provides ongoing workshops and services to assist community members with their

employment and education needs. From GED preparation to job search and training services, we are dedicated to providing the range of assistance needed for job

placement success.

Crisis InterventionLa Familia can help when crisis arises. Through

intervention and education, we have the resources you need to overcome obstacles.

Programs OfferedCrisis Intervention Specialist :Specialists provides direct intervention, information, referral, and follow-up for parents experiencing a crisis. Case management is provided as needed to mitigate the crisis and help the family stabilize. Available for children ages zero through fi ve, and their families.

Supporting Community Connections Program:An early intervention and prevention of suicide program which offers training on suicide prevention awareness, community cultural events and information on community resources for unserved Latinos of all ages in the Sacramento County.

If you believe you need help, please call us at 916-452-3601.

Youth LeadershipLa Familia empowers the Greater Sacramento

Area youth by giving them the tools and resources they need to help them transition

into adulthood. Staff assist with youth leadership, activities, community service hours

and youth employment workshops.leadership, activities, community service hours

and youth employment workshops.

resources they need to help them transition into adulthood. Staff assist with youth

leadership, activities, community service hours and youth employment workshops.

Programs OfferedOut of School Youth Program:Provides pre-employment skills, training and work experience, and job placement assistance for young adults between 17 and 21 years old.

Youth Services Coordinator:Assists with educational and career development and provides pre-employment and employment services for youth ages 16 through 21.

Youth Voice:A program designed to develop youth leadership skills to conduct community projects related to health issues and violence prevention for at-risk youth ages 14 to 21.

Project Reach - Gang Violence Prevention Program:Offers positive alternatives, counseling and support for youth ages 10 to 21 years of age who are at risk of dropping out of school or becoming gang affi liated.

To learn more about our youth leadership programs, please visit www.lafcc.org.

Community CentersLa Familia Community Centers serves over 4,000 local children and families. Our locations offer a warm and safe environment for individuals

of all ages from all backgrounds. We strive to empower at-risk youth and families from

diverse backgrounds to succeed in improving their quality of life.

diverse backgrounds to succeed in improving their quality of life.

of all ages from all backgrounds. We strive to empower at-risk youth and families from

diverse backgrounds to succeed in improving

Franklin Headquarters:Franklin Headquarters is conveniently located off Franklin Blvd. We provide a safe and warm environment for youth, families and the Franklin community. Our main site provides the community with access to all of our programs, a full size gymnasium, library, conference room, computer lab, an independent charter school, a playcare room, as well as various offi ce and administrative spaces.

Maple Neighborhood Center:Maple Neighborhood Center honors the history and heritage of Maple Elementary. As La Familia’s fi rst neighborhood hub, we’ll be offering programs for youth and families in partnership with 916 Ink and Fairytale Town.

We expect to serve thousands of children, youth, families and individuals at Maple Neighborhood Center. The neighborhood center will offer a multipurpose room, a community conference room, several classrooms, Behavioral Health Counseling Space, a Supporting Community Connections workshop room, a Youth room, a preschool with it’s own play yard, tennis courts, a soccer fi eld, three play structures including basketball hoops and a black top.


Donation Card and envelopeA portable, easy-to-use donor card was created to increase donations while reinforcing the many contributions La Familia provides. Donors have the option of making a one-time or recurring gift and can specify which programs they would like to support.


Big Day of Giving - Facebook Assets


Information ArchitectureLa Familia asked for website advice. Our team was able to provide a digital mock up for a new page placement under their current navigation. We also provided instructions to improve their Google search traffi c through attaching a sitemap.

Additionally, the current link when googling “La Familia” is currently broken. XML SiteMap Instructions for Google Webmaster have been provided separately to correct the issue and help optimize LFCC’s search results.


Color Palette

la familia counseling center: freethink 2016 brand development

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