Community first family empowerment branding.
Celebrating 30 years of defending children’s safety, Child Safety Network (CSN) needed a refreshed identity that resonated with modern, digitally savvy parents and supported fundraising engagement. The goal: evolve to an emotionally empowering voice, shifting from fear based warnings to community-focused, proactive messaging.
“The team at RKS was amazing, innovative, spot on and truly at the top of their game! The work they performed will help us make the world a safer place for children to live.”
RKS engaged CSN in strategic brand workshops, employing Psycho‑Aesthetics® to map emotional needs and reposition the nonprofit within the “enriched” quadrant, emphasizing empowerment, optimism, and legacy. A new three word mission statement, “Educate, Connect, Protect,” emerged to drive purpose and fundraising clarity.
Psycho‑Aesthetics® emotional quadrant mapping
Persona based narratives for millennial parents and educators
New mission statement and messaging framework
How We Used Psycho-Aesthetics™ to Identify Unique Opportunities in the Project.
Using our proprietary Psycho-Aesthetics® 2.0 framework, we conducted in-depth interviews and ethnographic observation in diverse lab settings. We identified key emotional and usability pain points — such as intimidation with complex interfaces, workspace clutter, and trust in precision. These insights guided both the form and interface strategy, ensuring approachability and confidence in operation.
Together with CSN, we crafted a modernized visual identity with a new logo, refreshed graphics, and an approachable color palette. These updates maintain honor for CSN’s legacy while projecting relevance and trustworthiness. We transitioned the organization’s tone from fear driven to empowering, aligning messaging with hope and action.
Redesigned logo and visual identity system
Brand color palette and typography guidelines
Messaging suites for web, marketing materials, and pitch decks
Recognizing the need for strong messaging to fuel partnerships and donor engagement, we positioned the updated brand storytelling to appeal to funders and grassroots audiences alike. The refreshed identity offers clarity, emotional resonance, and momentum across touchpoints.
Core messaging copy decks and tagline systems
Fundraising pitch narratives and presentation templates
Collateral guidelines to unify communications and donor facing materials
This rebrand exemplifies RKS’s unique ability to merge emotional strategy with non profit mission driven storytelling. By leveraging human-centered insight and Psycho‑Aesthetics®, we helped CSN transition from fear-based messaging to proactive engagement, thus broadening appeal and facilitating meaningful community impact.
Status: Rebrand completed and rolled out across website, collateral, and pitch materials in 2019
Impact:
Elevated brand relevance for millennial parents and educators
Redesigned identity reinforced CSN’s mission of “Educate, Connect, Protect”
Positioned organization for increased fundraising engagement and strategic partnerships
Strategy
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