Building Hope Through Brand Transformation
Originally known as the Florida United Methodist Children’s Home, this organization was evolving beyond its legacy identity. Our team was tasked with renaming and rebranding the organization to better reflect its expanded mission and to connect with a broader community beyond the Methodist Church. The new name, Residing Hope, captures a sense of stability, care, and forward-looking optimism for those they serve.
Today, the organization supports not only children in need of housing, but also young adults transitioning out of the foster care system and individuals seeking outpatient counseling. The new identity needed to embody this holistic approach while honoring its spiritual foundation.
We developed a logo system rich with meaning. The central icon brings together multiple symbolic elements: a heart representing love and care, sunrise rays symbolizing hope and new beginnings, a cross reflecting its religious heritage, and uplifted hands expressing faith, transformation, and support. The sunrise-inspired color palette reinforces themes of renewal and possibility. In the typography, the descending leg of the “R” connects seamlessly to the “H” in Hope, visually representing the meaningful connections the organization builds with those it serves.
The result is a brand that feels inclusive, compassionate, and forward-thinking. It successfully broadened the organization’s reach, increased community engagement, and supported their goal of generating more donations to expand their impact.
