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Family & Children’s Place came to Peritus in need of updated materials and help promoting their organization in the Louisville area. Using their pre-existing logo we developed a deeper brand identity designed to reflect the innocence of those they aim to help as well as the seriousness of the issues they face. This was accomplished by use of professional photography (with a focus on capturing expressions of ambiguity) and strong sans-serif on a background pattern that at first might be seen as simple enough, but upon closer look reflects the powerful statistics that form the foundation of Family & Children’s Place’s mission. This theme was used on everything from simple media handouts and social networking, to fundraising brochures and city-wide advertisements for their annual event: The Caper as well as an ad campaign promoting April as Child Abuse Prevention Month that was posted around town on billboards and bus shelters.