
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.
Challenge: Outdated Branding That No Longer Reflected JPA’s Mission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However, as JPA’s mission expanded, its brand identity became outdated and ineffective at communicating its impact.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The previous color scheme was outdated and lacked emotional resonance.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.