What is FREEThink? A public service initiative run by AAF Sacramento (the regional chapter of the American Advertising Federation, the nation’s oldest advertising trade association). Helping local non-profits tackle some of their toughest marketing challenges in one design-a-thon weekend. Help us. Help you. Help others. ➤ 2016 Event Recap: http://www.aafsacadclub.com/freethink-2016-recap ---------------- THEIR MISSION ---------------- La Familia Counseling Center improves the quality of life for at-risk youth and families of diverse backgrounds by offering multicultural counseling, support and outreach services and programs to help families overcome adversity, become empowered and succeed in their lives. ---------------- THEIR ASK ---------------- Brand Development — Logo Development, Merchandise Design, Marketing Kit Concepting + Design (Brochure, Rack Cards), Donation Card/Envelope Concepting + Design, Website Information Architecture Recommendations, Big Day of Giving Digital Assets for Social Media

1. LA FAMILIA COUNSELING CENTER (LFCC)
APRIL 2-3, 2016

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
La Familia Counseling Center (LFCC) provides counseling, outreach and support services for at-risk youth, families, and
low income communities in Sacramento. For the over 40 years, La Familia communities have gained from health and
wellness services family resources, and employment training.
La Familia asked for a new logo, brochure, and donor card to help better communicate their services and their impact
within the community. Our team was able to provide La Familia with a full marketing kit which includes a comprehensive
brochure, 6 program rack cards, and donor card, logo redesign and website recommendations.
brand development

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Original Logo Logo Sketches
La Familia has been using an outdated type font
logo with limited usability (it was not developed
with considerations for digital applications). They
recently decided to abandon their logo of a family
image, which included 2 parents and 2 children.
They want to show respect to the evolution of
inclusivity in the meaning of the word family. The
FREEThink team explored various options to
capture their new growth and direction.

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Logo Exploration

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Logo Exploration

6. The FREEThink team was able to develop a new
logo that features an abstract element that can
be representative of an iconic fountain or tree.
The fountain is the visual representation of a
plaza center where community members come
to socialize and celebrate together, promoting
inclusivity, support and happiness. The tree is a
symbolic representation of the strength, longevity
and growth that La Familia services provide for
the neighborhoods they serve.
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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Logo Development

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
SUB-BRAND FACILITY EXTENSION
CORPORATE ALTERNATE LOGO
Logo Development

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Shirt Design

9. We developed a cohesive Marketing Kit that
encompasses the many services and proograms
that La Familia provides while incorporating
the new brand. The marketing kit includes
a brochure, 6 rack cards, a donor card and
envelope. Overall, the Marketing Kit educates,
informs, and advances the mission of La Familia.
Marketing Kit
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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
The revised brochure provides an overview of
who La Familia is, their mission and values, and
the services and resources they provide. The new
copy and design highlights the key focus areas of
the organization.
Brochure Exterior

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Brochure Interior

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Programs Offered
Children’s Mental Health Services:
Counseling services are offered in the home, school
and office setting. Individual, family counseling
and groups are provided for children and youth
experiencing emotional and behavioral concern/
challenges. A wide array of Psychiatric services
are offered with a strength- based, family focused
approach. These services are eligible to children up to
21 years old with Medi-Cal.
Supporting Community Connections Program:
This program is an early intervention and prevention
of suicide program which targets unserved Latinos
in the Greater Sacramento Area. The program offers
free educational parenting of teens with classes and
training on suicide awareness and prevention. These
services are tailored to Latinos of all ages, while open
to everyone free of charge.
Community Health Navigator
Program (CHNP):
This program provides assistance to health care
services to increase health access and reduce
disparities by supporting clients with transportation,
scheduling appointments, interpreting, understanding
prescriptions, goal setting and more. Eligibility: Latino
and Spanish speaking community members who
have been diagnosed with diabetes, hypertension
or cancer. Participants must live in the 95817, 95820,
95824 and 95828 zip codes.
Please visit www.lafcc.org to learn more about our
programs and services.
Health & Wellness
La Familia believes in improving the health
and wellness of youth and families in our
communities. Our counseling programs are
meant to improve the mental well being of
children from underserved communities with
socioeconomic disadvantages.
Six individual rack cards were designed to provide a
more detailed description of the services La Familia
provides. The rack cards focus on; Health and Wellness,
Family Support Programs, Youth Leadership Programs,
Employment and Education, Community Centers, and
Crisis Intervention. These cards are designed to be
used in tandem or individually. They support the revised
brochure and provide a more in-depth overview and call
to action.
Maple Neighborhood Center
La Familia is expanding for the first time in 41 years
and has asked community members for what they may
need most. A nearby elementary school closed and
families sent their children to over 17 different schools —
they now lacked a center for activities and community
engagement. La Familia wanted to honor the heritage of
Maple Elementary by creating a hub within the Franklin
Community. The FREEThink team acknowledged the
expansion of La Familia with their Maple Neighborhood
Center by providing a rack card within the marketing
kit on Community Centers (with information on their
programs, partnerships and features).
A logo variation was also created as a sub-brand to La
Familia that incorporates the same style while conveying
growth, achievement and sociability.
Rack Cards
Family Support
La Familia strives to help families thrive and
flourish, even when faced with challenging
circumstances. We offer a wide range of
programs and services to help families gain the
tools and resources they need for success. Play
care is available for children ages zero to five so
parents and guardians may attend workshops
and events.
tools and resources they need for success. Play
care is available for children ages zero to five so
parents and guardians may attend workshops
programs and services to help families gain the
tools and resources they need for success. Play
care is available for children ages zero to five so
parents and guardians may attend workshops
Programs Offered
Birth & Beyond - Nurturing Parent Program:
A home visitation program that offers early
prevention support for families by; building parent-
child relationships through bonding, teaching
child development and parenting skills and linking
families to health services. Pregnant women and
families with children ages zero through five who
reside in the following zip-codes: 95814, 95817, 95820,
95822, 95824, 95827, 95655, 95623.
Effective Parenting:
A program that offers parenting education, support
services and activities is available to English, Hmong
and Spanish-speaking families in the Sacramento
area.
Parent Support and Stress Reducing Group:
For families with children between the ages of zero
and five years, this weekly class teaches stress
reduction through arts and crafts.
Family Partner & Youth Advocate:
Advocates provide family members with resources
and parental support through the Children’s Mental
Health services program and Supporting Community
Connections for families of children and youth, ages
zero to 21.
Art Therapy Group, Car Seat Safety Class and other
programs are also available. Please visit
www.lafcc.org to learn more and register today.
Programs Offered
Sacramento Works Training Center:
This center provides free pre-employment and employ-
ment services including weekly orientations, workshops,
life skills training and access to a computer lab. Eligibility
for this center extends to all Greater Sacramento Area
residents.
Adult On-the-Job Training:
La Familia develops and maintains a pool of employers and
matches them with workers for on-the-job training and
future permanent hire. Eligibility for this center extends to
all Greater Sacramento residents that are eligible CalWorks,
low-income and dislocated workers, ages 22 years or older
Internet Essentials:
Internet Essentials offers basic computer literacy edu-
cation to participants to strengthen job skills and teach
participants how to access news, health, educational and
financial information. Eligibility for this program extends to
all Greater Sacramento Area residents.
GED Preparation:
The GED Preparation class is designed to improve the skills
of participants to help them pass the GED exam. Adult Ba-
sic Education classes are also offered to provide remedial
preparation prior to the GED exam. All participants are
assessed and provided the appropriate level of education
needed to succeed. GED Preparation is available to individ-
uals ages 18 years and older who have not completed high
school. Participants must be either dislocated workers,
low-income, or CalWorks eligible to qualify.
Community Collaborative Charter School:
The Community Collaborative Charter School offers an
Independent Study Program for high school students on
site at La Familia, who can get a High School Diploma. To
qualify for eligibility, you must be a high school student.
Job Readiness Workshops:
Résumé Writing Workshops are interactive exercises will
help you develop a résumé that highlights your individual
skills, knowledge and abilities – a résumé designed to elicit
a call for an interview.
Interviewing Workshops provide instruction on how to
prepare for an interview, different types of interview styles,
how to follow up and other resources that can help you
succeed. Job Search Workshops address how technology
has changed the rules of job hunting. Learn how to find
job leads through networking and the best way to use the
internet to speed up your job search.
Financial Literacy Workshops :
Provide an understanding of asset management to ensure
a more secure financial future.
Please visit www.lafcc.org to learn more and register today.
Employment &
Education
La Familia Counseling Center provides ongoing workshops
and services to assist community members with their
employment and education needs. From GED preparation
to job search and training services, we are dedicated
to providing the range of assistance needed for job
placement success.
Crisis Intervention
La Familia can help when crisis arises. Through
intervention and education, we have the
resources you need to overcome obstacles.
Programs Offered
Crisis Intervention Specialist :
Specialists provides direct intervention, information,
referral, and follow-up for parents experiencing
a crisis. Case management is provided as needed
to mitigate the crisis and help the family stabilize.
Available for children ages zero through five, and
their families.
Supporting Community Connections
Program:
An early intervention and prevention of suicide
program which offers training on suicide prevention
awareness, community cultural events and
information on community resources for unserved
Latinos of all ages in the Sacramento County.
If you believe you need help, please
call us at 916-452-3601.
Youth Leadership
La Familia empowers the Greater Sacramento
Area youth by giving them the tools and
resources they need to help them transition
into adulthood. Staff assist with youth
leadership, activities, community service hours
and youth employment workshops.
leadership, activities, community service hours
and youth employment workshops.
resources they need to help them transition
into adulthood. Staff assist with youth
leadership, activities, community service hours
and youth employment workshops.
Programs Offered
Out of School Youth Program:
Provides pre-employment skills, training and work
experience, and job placement assistance for young
adults between 17 and 21 years old.
Youth Services Coordinator:
Assists with educational and career development and
provides pre-employment and employment services
for youth ages 16 through 21.
Youth Voice:
A program designed to develop youth leadership
skills to conduct community projects related to
health issues and violence prevention for at-risk
youth ages 14 to 21.
Project Reach - Gang Violence
Prevention Program:
Offers positive alternatives, counseling and support
for youth ages 10 to 21 years of age who are at risk of
dropping out of school or becoming gang affiliated.
To learn more about our youth leadership programs,
please visit www.lafcc.org.
Community Centers
La Familia Community Centers serves over 4,000
local children and families. Our locations offer
a warm and safe environment for individuals
of all ages from all backgrounds. We strive
to empower at-risk youth and families from
diverse backgrounds to succeed in improving
their quality of life.
diverse backgrounds to succeed in improving
their quality of life.
of all ages from all backgrounds. We strive
to empower at-risk youth and families from
diverse backgrounds to succeed in improving
Franklin Headquarters:
Franklin Headquarters is conveniently located
off Franklin Blvd. We provide a safe and warm
environment for youth, families and the Franklin
community. Our main site provides the community
with access to all of our programs, a full size
gymnasium, library, conference room, computer
lab, an independent charter school, a playcare
room, as well as various office and administrative
spaces.
Maple Neighborhood Center:
Maple Neighborhood Center honors the history and
heritage of Maple Elementary. As La Familia’s first
neighborhood hub, we’ll be offering programs for
youth and families in partnership with 916 Ink and
Fairytale Town.
We expect to serve thousands of children, youth,
families and individuals at Maple Neighborhood
Center. The neighborhood center will offer a
multipurpose room, a community conference room,
several classrooms, Behavioral Health Counseling
Space, a Supporting Community Connections
workshop room, a Youth room, a preschool with it’s
own play yard, tennis courts, a soccer field, three
play structures including basketball hoops and a
black top.

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Donation Card and envelope
A portable, easy-to-use donor
card was created to increase
donations while reinforcing the
many contributions La Familia
provides. Donors have the
option of making a one-time or
recurring gift and can specify
which programs they would like
to support.

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Big Day of Giving - Facebook Assets

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Information Architecture
La Familia asked for website
advice. Our team was able to
provide a digital mock up for
a new page placement under
their current navigation. We also
provided instructions to improve
their Google search traffic
through attaching a sitemap.
Additionally, the current link when
googling “La Familia” is currently
broken. XML SiteMap Instructions
for Google Webmaster have been
provided separately to correct the
issue and help optimize LFCC’s
search results.

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LA FAMILIA COUNSELING CENTER (LFCC) - BRAND DEVELOPMENT
Color Palette