The Situation
Nearly four decades of advocating for Colorado’s children had earned the Colorado Children’s Campaign the respect of partners, families, and elected officials. But respect alone wouldn’t get them where they were wanting to go. As they approached their 40th anniversary, with a new CEO at the helm and a fresh strategic plan in hand, they knew they needed to evolve their brand to reflect their strategic shift. Audiences understood pieces of their work but couldn’t see how it all connected. And the visual identity wasn’t helping — it could have belonged to any child-focused nonprofit in the country. Nothing about it expressed the totality of the impact the organization delivers.
What They Hired Darwin to Do
The Campaign brought Darwin in to lead a comprehensive brand refresh — visual identity, positioning, and messaging — built to carry them confidently, and with clarity, into the next chapter.
How We Helped
We started by getting underneath the surface — understanding the real value the Campaign provides to its partners and to Colorado families. We helped them see that they needed to evolve from a brand that defined itself based on what it does — functional and descriptive — to one that communicates why it matters. What emerged from our work together was a brand anchored not in function, but in intersectionality: the powerful overlap between the Campaign’s five core areas of work and the many dimensions of a family’s life. The new visual identity brings that idea to life literally — overlapping layers, each one representing a different focus area, together forming something greater than the sum of their parts. The new brand positioning and messaging provided staff with a compelling and easy-to-tell story of purpose and value, and the new website — created by Darwin partner D+i Creative — brought it all together in a clean, simple, and compelling site.
The result was a brand that finally matched the organization’s ambition — distinct, cohesive, and built to signal that the Campaign had new energy, new clarity, and 40 more years of fight left in them.
