Masonic Center for Youth and Families
Redesigned Marketing Materials
My contribution: Design, Art Direction, and Photography Selection
Industry: Health Care and Social Services
Masonic Center for Youth and Families (MCYAF) provide family-centered, integrated mental health services for children and adolescents, ages 4 to 24. Its goal is to help children enjoy healthier, happier, and more fulfilling lives - at home, school, and in the future. Services are open to Masonic families and members of the general public. Their multidisciplinary team of experienced professionals offers practical solutions for everyday problems and help families to restore harmony and improve healthy relationships.
Since MCYAF opened in 2008 the overall aesthetic of the marketing materials included a psychiatric tone to the messaging with dark black and white photography of helpless kids.
I collaborated with executive-level stakeholders and our in-house writer to redesign marketing materials to accurately reflect the new direction and tone of MCYAF - warm, friendly, hopeful, family-friendly, persons-centered, and high-end. The redesigned marketing materials included:
- Brochure, in English and Spanish languages
- Print and digital advertisements
- Stationary, including business cards, letterhead, and mailing envelopes and labels
- Promotional folders, specifically for mental health professionals and school administrators and staff
- Website (mcyaf.org)
The goal for the new materials s to attract more referrals from their key audiences: mental health professionals, school administrators and staff, parents of the end-client, and Masonic families.
As a result of the redesign, the client base increased by more than 300 percent, spurring awareness that led to a new community partnership in Southern California with the Children’s Advocacy Center.
