Home of the Innocents
Home of the Innocents: what a perfect name. They represent almost everything wonderful about Louisville — which is a good thing, because that’s exactly how we ended up communicating their core value. Like so many large and complicated nonprofits, they had too much to share — the depth and breadth of what they do is simply overwhelming. So every time they try to connect with people, the details invariably get in the way of the broader, more important message: That they’re a place of immense compassion and service to children in crisis.
Rather than “rebranding” them, we instead repositioned the Home of the Innocents brand. We realized that the best way to share their meaning was to connect it directly to Louisville’s reputation as a caring city. Using the foundational words “The Heart of Our City,” we combined a number of moving parts, including the pre-existing heart icon, their location, their significance as one of Louisville’s founding citizens, and their embodiment of community compassion.