After more than 25 years supporting Calgary families, Closer to Home Community Services was ready for a brand evolution—one that better reflected who they are today and where they’re going. Using an established brand strategy, I crafted a refined visual identity system. The new identity embraces the organization’s heart-led mission while positioning it as a leader in its sector. The new logo—a house, a heart, and a grouping of abstract human figures, which I’ve named 'Kin'—captures themes of strength, care, and connection. I carried this modern yet familiar visual language across communications and into a new website designed to increase donations, registrations, and foster parent applications.

Built with both staff and families in mind, the site includes improved navigation, faceted program filtering, an activity calendar, and thoughtful integrations that reduce admin time and streamline job postings and donations. I also designed a comprehensive case for support, highlighting the organization’s impact and the need for continued community engagement and contributions. Altogether, the refreshed brand and digital presence give Closer to Home the tools to better connect with the families they serve—and grow confidently into their next chapter.