Jaqui’ Foundation

 THE CHALLENGE

As a non-profit with a specific clientele, I needed to create a brand that would be approachable, professional, but also something that people would remember. I also needed to create a fully functioning site that would provide company information and services to both current and perspective clients.

THE APPROACH

I took a bold, yet playful approach to the branding in order to both differentiate Jaqui’ and make it stand out against other providers. The website followed this trend, and also included useful information for both current and perspective clients.

I. BRANDING

A logo and color scheme as bold and as bright as the company’s vision.

The company is named after the late daughter of the founder, who sadly passed while she was very young due to health complications. Her father founded the company to help other people who face challenges due to their health. In respect of her daughter, and keeping with the idea of play, I played with the line, creating a curse to the letters. The word Foundation, contrasts this, standing strong and firm – an organization you could trust.

The poppy red and cream color scheme was chosen to contrast with the more cliché blue tones that all other providers in the area used in their branding. The photography style was focused on the idea of family, showing parents and their children in happy settings.

 II. WEBSITE

Providing the right information to those in need of it.

The main goal of the website from the beginning was to provide more relevant information to clients. The previous version of the website consisted of a single page that had nothing more than the company name, the name of the founder, and a phone number. This new site needed to dynamic, interactive, provide clients with support, and perspective clients with answers to the important questions they face in selecting a provider.