Denton County Friends of the Family
Expedition Hope Campaign
The
Challenge
Denton County Friends of the Family launched Expedition Hope, a three-year campaign supporting their Family Justice Center. The campaign needed its own identity, one that could stand alone and carry its own story, while still feeling clearly connected to the organization's existing brand.
The
Approach
We started with an element from the Friends of the Family tree logo, a shape that resembles a person, and paired it with a rainbow. Together, they represent the path a survivor of domestic violence travels toward their destination: hope, and the ability to build a legacy for themselves and their family. The mark sits comfortably alongside the parent logo yet is strong enough to lead on its own throughout the life of the campaign.
To give everyone a shared starting point, we developed the campaign's foundational content. This agreed upon document became the guide for every piece of messaging that followed, keeping the campaign's voice consistent as content rolled out.
For the landing page, we applied a fresh design using the organization's existing website theme framework. Rather than rebuilding from scratch, we elevated what was already working, which freed up their website budget for other projects. It's a great example of how we approach client work: we look for what's already serving them well and build on it instead of starting over.
The Result
A campaign identity built to last three years, with a meaningful symbol at its center and a clear content foundation behind it. The landing page tells a powerful story of the Expedition Hope campaign, explaining its objective and the importance of each building. It's clean, clear, and highly attractive, and it delivered all of that without the cost of a full rebuild. The client's reaction said it best: seeing the page for the first time gave her goosebumps.