FRH Branding

1. Overview

FRH embraces a holistic approach to healing the community. It strives to build long-term, healthy connections with its members, providing them with resources and support on a continuous basis. FRH seeks solutions that strengthen the community inside and out, helping people to recognize their value and understand their self worth. FRH reflects the very ideals it envisions for the community and works "from the heart." The web site must provide a warm, supportive tone and allow visitors quick and simple access to information about FRH programs and related organizations.

2. FRH Programs:

F.C.P.S: targets fathers in transition within the ages of 17-27 ("transition" implies: a long-period of unemployment, criminal activity, homelessness, exiting prison, exiting substance abuse treatment, etc). This program also targets single working mothers in need of resources & support; the site should be able to appeal to these women more as this feature of the organization is developed.

F.O.R.W.A.R.D: targets an open, mixed audience, from people who have children and haven’t worked in years, to people with history of drug abuse and/or imprisonment, to people who never developed the appropriate work attitude and would like to learn how. All ethnicities, all races, all genders. Many of the target participants for F.C.P.S. will also be potential participants for F.O.R.W.A.R.D.

X-CELL Club: targets young men and women, ages 13-21. The target audience are teenagers and young adults that have not experienced much outside of their communities and are interested in getting exposure to a broader set of experiences and to understand what they need to know to succeed in all areas of life.

3. Who is the Target Audience for the Site?

1. Feeder Organizations (75%)

2. Participants (25%)

3. Funding Institutions/Donors & Volunteers

Site Implications:

The site’s tone and ease of use should speak to FRH participants (75% emphasis) and feeder orgs (25% emphasis); while the site’s information (including links, mission statement, affiliations, etc.) should cater to feeder orgs (75% emphasis) and participants (25% emphasis).


4. What is FRH’s Philosophy?

FRH strives to communicate the theme of movement, transition, and dynamic metamorphoses: Completing a program at FRH allows an individual to break out of their present state and enter into a new one- an inviting but challenging arena where they can learn to harness their skills and emerge as a successful, self-sufficient model of dignity, power, beauty and respect. This process is a metamorphosis, meaning the potential for such a change is already alive and strong within the individual, and FRH simply offers the tools and the support system as a catalyst. In essence, the power is in the hands of the participant: the participant provides 90% through self-awareness, self-realization, and hard work. FRH provides the key 10% that’s necessary for success: the process of motivating and recognizing the participants, and connecting them with the resources they will need to continue to be successful.

FRH strives to project a sense of completion- all-encompassing, full-circle success at every level. Just as the idea of "metamorphoses" implies a sense of completion, the power of the "full circle" approach that FRH embraces allows this completion to be realized at broader levels within the community. By focusing on breaking patterns within the individual himself, negative patterns are broken within the family; by helping an individual realize his potential, the potential of the family is realized as well. And as families provide the building blocks of the community, the community itself changes and evolves toward success as a whole. The focus here is how focusing quality attention on one family at a time will inevitably spread to the entire community. This phenomenon is particularly salient in tight knit communities, especially in communities that revolve around the church or other spiritual/cultural organizations.

FRH strives to restore the community back to its original state- an idea which is particularly important in terms of staying true to the community’s identity and the individual’s identity. The goal of restoration process is to return individuals and families to a space of dignity and self-respect, a homecoming to family and community roots.

FRH is forward-thinking and proactive, and urges program participants to take the same attitude. FRH targets areas of the community that can help spread its message by providing examples to others. On one level, FRH reaches out to youth, to expectant mothers, to young fathers, targeting behavior and issues that could potentially perpetuate unhealthy cycles. FRH is also forward thinking in that they offer support & resources on a long-term and indefinite basis. A key part of their philosophy and training is to get participants to take a more long-term approach to life and break out of the cycle perpetuated by the survival response. It hopes to get its members to "respond" not just "react" to what is directly in front of them.


5. What is the "Look & Feel" the Site Should Achieve?

When creating the site's look & feel, we must take into account not only the tone of the site, but also remember that the site is primarily a tool to provide information on FRH programs.

The FRH site should make every individual feel important, valued, and worthy. The elements of the page must speak to them and encourage them to stay, i.e. they must feel "at home," and that the site is warm, inviting, and not at all intimidating. The pages should establish a sense of intimacy with the viewer, truly drawing him or her in and enticing them to pull up a chair, relax, "chill out," and eventually, contemplate and act on his or her inspiration. We should avoid having an "overly political" tone, nor should it identify its participants as "disadvantaged." The focus is on potential and opportunity, promise and hope. At the same time, this spiritual, familial quality should be balanced out by a clear portrayal of its professionalism, credibility, and sense of immediacy.

Site Implications

Logo and Graphics Implications:

Client "Key Words" to communicate in branding:

Self-awareness, Sustaining Success, Proactive, Full-Service, Long term, Restorative, Continuous, Effective, Welcoming; Ambition, Dignity, Love, Respect, and Purpose. Evolution, Metamorphosis, change and direction "From the Heart…"
(keep in mind the strength of purpose and sense of dedication of this organization; keep in mind its community and church roots)