BACKGROUND / CHALLENGE:
Casa Valentina was established in 2006 by a group of concerned women who wanted to find a way to address the immense challenges faced by young women who were “at-risk” or “aging out” of foster care at 18 years old without being adopted or reunited with their families.
The organization’s mission is to provide at-risk and former foster care youth with safe, affordable housing, life skills & continued support so that they can achieve and maintain self-sufficiency. Casa V sought WANT Branding’s assistance to rebrand the organization to herald a new chapter for the organization and to help create appeal among the donors community.
Working with the Casa Valentina leadership team, WANT Branding was tasked with helping to create a brand positioning and determine how much of the current brand should be retained. Our team initially went through a half day brand workshop program that brought the Casa Valentina founder, board members and residents to better understand their strengths as an organization and determine how they can best .
WANT created the brand positioning idea ‘Your Best You’ which spoke to the at-risk youth residents who sought to learn the skills they needed to thrive as adults and reach their highest potential. The brand positioning statement also appealed to the employees and volunteers whose mission was to help kids achieve their goals.
Casa Valentina and our team agreed that the name should be retained but that the logo could evolve to reflect the progress they have achieved as an organization since its inception in 2006. The new logo features a modern san serif font and retains the pink heart symbol.
Once the brand identity was complete, WANT assisted the Casa Valentina team on a range of brand activation deliverables including full style guide, a website template and the creation of business cards and stationary.
The new Casa Valentina brand was formally launched in the Fall of 2020 and has already helped to bring in new donor patrons and breathe life into this beloved Miami brand.