The Big Idea
Framing Raising Strong as the next step in the Nurse-Family Partnership journey, full of community, connection and opportunity to give back.
Nurse-Family Partnership had a nascent “Alumnae Program,” which sought to maintain connection with NFP graduates. But the program lexicon and brand felt corporate and lacked the vibrant, brave, generous spirit of their graduates, who were always at the heart of the entire endeavor.
Waypoint Collective conducted extensive discovery with program graduates of various tenures and diverse awareness of the program. We resoundingly heard that this is a network of strong, empowered, proud, accomplished families, eager to connect with one another and enthusiastic to give back to others starting a similar journey. We developed a program brand, messaging, visual identity and assets that reflected the bold, unstoppable nature of this group of families, who are Raising Strong children, and lifting one another up in the process.
The logo, while using shapes that nod to the parent NFP brand, employs bright, bold colors and a fierce, established typeface.
We developed a standout landing page within the NFP main website, allowing more latitude to bring the colors, imagery and visual language of the Raising Strong brand to life. View the Raising Strong landing page.
We designed bi-lingual recruitment materials for use by partner agencies and in the field.