Rebranding JPA: Strengthening Child Advocacy Through Design

JUVENILE PROTECTIVE ASSOCIATION| BRAND IDENTITY & MARKETING

Rejuvenating the JPA brand to reflect their mission to improve the social and emotional well-being of vulnerable children.

JPA brand moodboard—colorful, warm palette and inspiring imagery capturing the non-profit’s vision for children’s futures.
JPA brand identity—compassionate and modern logo design reflecting the non-profit's mission to empower underprivileged children.
JPA brand collateral—printed materials, including brochures and flyers, communicating the non-profit’s mission and services to supporters
JPA collateral design—compelling, impactful printed materials that raise awareness for the non-profit’s work with underprivileged children
JPA brand identity—compassionate and modern logo design reflecting the non-profit's mission to empower underprivileged children.
JPA website design—user-friendly interface with engaging visuals and easy navigation, reflecting the non-profit’s mission to support children.
JPA signage design—bright, inviting signs representing the non-profit’s welcoming environment for children in need.

Challenge: Outdated Branding That No Longer Reflected JPA’s Mission

JPA (Juvenile Protective Association) has a long history of supporting at-risk children and families. Founded in 1901 by social reform pioneers Jane Addams, Julia Lathrop, and Louise DeKoven Bowen, the organization was originally part of Chicago’s Hull House before evolving into an independent nonprofit focused on mental health services, early intervention, and family support.

However, as JPA’s mission expanded, its brand identity became outdated and ineffective at communicating its impact. The organization needed a modernized brand system that would:

  • Reflect its advocacy for children’s mental health and family well-being

  • Engage donors, partners, and families with an emotionally resonant identity

  • Create a unified presence across digital platforms, print materials, and outreach programs

JPA partnered with CIULLA ASSOC to develop a cohesive, inspiring, and mission-driven brand identity that aligns with its vital work.

Our Approach: Crafting an Emotionally-Driven Brand Identity

To bring JPA’s mission to life visually, we focused on three key design elements:

1. A Symbolic, Meaningful Logo Redesign

  • The new logo features silhouetted figures representing a child and an advocate, reinforcing JPA’s mission of protection, guidance, and support.

  • The soft, welcoming shape creates a feeling of warmth and trust, ensuring that families and supporters feel connected to JPA’s work.

2. A Vibrant Color Palette That Evokes Optimism

  • The previous color scheme was outdated and lacked emotional resonance. We introduced a fresh, uplifting color palette that symbolizes hope, empowerment, and positive change.

  • The modernized color system was applied across all digital, print, and marketing materials for a cohesive and recognizable identity.

3. A Consistent Visual Language for Stronger Brand Recognition

  • We designed custom marketing materials, social media templates, and a website refresh to ensure a seamless brand experience across all touchpoints.

  • The new identity helps JPA stand out in the crowded nonprofit landscape, reinforcing trust and credibility among donors and the community.

Results: A Unified, Impactful Brand That Drives Engagement

The rebrand positioned JPA as a stronger, more visible leader in child advocacy and resulted in:

  • Stronger Donor Engagement: The refreshed brand identity led to increased donor recognition, supporting fundraising and outreach efforts.

  • Higher Community Awareness: The new branding elevated JPA’s visibility, making it easier for families in need to access services.

  • A Consistent & Recognizable Presence: JPA now has a cohesive brand system that communicates professionalism, trust, and emotional impact.

The Takeaway: The Power of Strategic Nonprofit Branding

A compelling brand identity is essential for nonprofits to communicate their mission, engage supporters, and expand their impact. By modernizing JPA’s brand, CIULLA ASSOC helped create a visual system that strengthens their advocacy and outreach.

Let’s Build a Brand That Makes a Difference

At CIULLA ASSOC, we specialize in branding that inspires action and drives results. If your organization is looking to redefine its identity for greater impact, let’s connect.

JPA collateral design—compelling, impactful printed materials that raise awareness for the non-profit’s work with underprivileged children