Axess Family Services
Brand Strategy & Website Redesign For a Nonprofit Merger
Brand Identity • Website Creation • Graphic Design • Video Marketing
In early 2024, two well-established Northeast Ohio nonprofits, Family & Community Services and AxessPointe Health, merged to form a new, unified organization: Axess Family Services. With diverse services ranging from primary care and behavioral health to housing support and veteran services, the newly combined entity needed a strong, cohesive brand and website to reflect its integrated mission and build public trust.
The Challenge
When the two nonprofits merged, the new organization lacked a shared mission, a unified brand, and a cohesive communication structure. Staff, programs, and leadership continued to operate in silos, still identifying with their previous organizations.
The challenge was not just to design a new identity, but to build a strategic foundation capable of unifying a large, complex organization—internally and externally.
The Goal
AFS needed:
- A brand that did not favor either legacy organization
- A new mission, vision, and core values that staff could rally behind
- A unified visual identity to replace two outdated and inconsistent brands
- A consolidated website to organize 50+ programs and eliminate confusion caused by multiple disconnected sites
- A structured internal rollout to align employees before going public
The Solution
JAC Creative partnered with Axess Family Services to lead a full rebranding and develop a new website following the merger of two long-standing nonprofit organizations.
Brand Identity Development
Our work began with strategic brand development, including naming consultation and the creation of a unified mission, vision, and set of core values. We facilitated workshops and interviews with leadership and staff to ensure the new identity reflected both organizations' legacies and future goals.
We then designed a comprehensive visual identity system, including a new logo, color palette, typography, and brand iconography, built with accessibility in mind. To support consistent usage, we developed detailed brand guidelines with ready-to-use templates for print, digital, and social media, along with signage recommendations and branded collateral.
To support the launch, we created a phased implementation plan for both internal and external audiences. This included staff communications, stakeholder decks, a brand introduction video, and website transition guidance. Since the launch, we’ve continued to serve as a strategic marketing partner, providing ongoing support across campaigns, content development, internal communications, and digital strategy.
Radiating lines represent open pathways, symbolizing connection, opportunity, and growth.
The intersecting design subtly forms an “X”, a nod to crossroads, access, and direction, bringing a sense of movement and unity to the brand.
The multicolored segments, composed of colors that blend both legacy brand colors, are representative of diversity, collaboration, and the broad spectrum of services AFS provides.
Brand Identity Development
Our work began with strategic brand development, including naming consultation and the creation of a unified mission, vision, and set of core values. We facilitated workshops and interviews with leadership and staff to ensure the new identity reflected both organizations' legacies and future goals.
We then designed a comprehensive visual identity system, including a new logo, color palette, typography, and brand iconography, built with accessibility in mind. To support consistent usage, we developed detailed brand guidelines with ready-to-use templates for print, digital, and social media, along with signage recommendations and branded collateral.
To support the launch, we created a phased implementation plan for both internal and external audiences. This included staff communications, stakeholder decks, a brand introduction video, and website transition guidance. Since the launch, we’ve continued to serve as a strategic marketing partner, providing ongoing support across campaigns, content development, internal communications, and digital strategy.
Radiating lines represent open pathways, symbolizing connection, opportunity, and growth.
The intersecting design subtly forms an “X”, a nod to crossroads, access, and direction, bringing a sense of movement and unity to the brand.
The multicolored segments, composed of colors that blend both legacy brand colors, are representative of diversity, collaboration, and the broad spectrum of services AFS provides.
Website Design and Development
Once the new brand was created, JAC immediately went to work consolidating, organizing, redesigning, and rebuilding the two former organizations’ websites into one cohesive hub of information about AFS and its services.
Website Design and Development
Once the new brand was created, JAC immediately went to work consolidating, organizing, redesigning, and rebuilding the two former organizations’ websites into one cohesive hub of information about AFS and its services.
The Impact
In a 12-month span, AFS transformed from a newly merged organization with two disconnected brands into a unified nonprofit with a clear purpose, cohesive identity, and digital presence capable of supporting 70+ programs.
The organization now has a professional, unified brand that reflects its core mission and connects authentically with its communities. The website functions as an accessible and easy-to-understand hub of information about the organization’s full scope of services.
What Our Client had to say!
“JAC Creative has been an exceptional partner throughout our agency’s rebrand. They took the time to understand our mission, our merger, and our vision for the future, and translated that into a brand identity that feels both fresh and true to who we are. Their work has been thoughtful, strategic, and absolutely essential to our successful launch, and their team is collaborative, responsive, and genuinely invested in our success.”
—Heather Laliberte
Director of Grants & Marketing, Axess Family Services, Inc.