About the Company

Since 1951, The Crossroads Center has been assuring access, safety and quality to their clients. Addiction and mental illnesses are diseases affecting people from all cultures, backgrounds and ages.

The Crossroads Center welcomes clients from all walks of life and are committed to providing an individualized road to recovery for all. The Crossroads Center is dedicated to providing a safe and nurturing environment, which is conducive to healing. They believe in the power of positive relationships and encourage family involvement as part of the recovery process.

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The Situation

The current website's interface was in need of an overhaul to improve navigation and to be fully compatible on mobile devices. Their old logo needed to be redrawn and converted to a versatile, widely usable vector format. This would allow us to use it on high-resolution, and with transparent background when needed.

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The Strategy

EVOLVE THE LOGO:

The priority being to keep the integrity of our legacy, but giving room for "change and growth", by re-imagining the concept to refresh the original meaning.

COLOR PALETTE:

Refreshing the color to a brighter theme was a big part in the evolution of the logo.

The new colors will be applied on all brand touch points (marketing/collateral) with a systematic method that maintains the overall theme throughout subsequently designed products.

STYLE OF IMAGERY & PHOTOS:

When original photography is not used, pictures should include:

• Bright, optimistic expressions
• Diversely populated, casually professional work/meeting atmospheres
• Scenes depicting intent listening or understanding
• Solo pictures depicting personal conquest or optimistic introspection/ vision such as gazing at a horizon from a high vantage point
• Also use of "puzzle concepts" to show creative strategy to solving problems

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The Logo

Highly legible, professional typeface. A more rounded typeface was used for modern, approachable feel. The slogan is grounded at the base of the logo and emboldened representing the sense of stability that occurs as a result of turning your life around. The Crest is positioned to be a "sea change" which means major transformation. The wings on this version of the dove are more "flame like" representing compassion. A complete rollout of hybrid formats of the main logo was made, giving the Brand flexibility to appear dynamically and clearly recognizable in various scenarios.

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Brand Guidelines

An established system to organize how the artistic brand elements should be used in order to maintain brand consistency.

This includes a refreshed color palette that inspires trust, dependability, integrity, and balance; the selected clean font family; photography style, layout samples, and approved variations of the logo.

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Marketing Collateral & Brand Touchpoints

• Standing Banners
• Brochure Design
• Flyer Design
• Tablecloth
• Booklets
• Business Cards

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The Website

The website uses the brand color scheme throughout. The site leads with brand messaging to definitively state The Crossroads Center's Purpose. Fully responsive, mobile friendly devices.

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