Paths for Families
Branding & Website

A heartfelt brand for a child placement adoption agency

Role
Lead Brand Designer

Agency
Teal Media

Website Design
Katy Hinz

Paths for Families approached Teal to rebrand and merge Adoptions Together and Family Works Together under one name. Originally separate, Adoptions Together—founded in 1990 as an adoption agency—expanded with Family Works Together to offer support services.

Teal helped create a unified brand, keeping Adoptions Together as a standalone program while representing the full scope of the nonprofit’s work.

In the logo, two hearts now reflect the infinity symbol contained in the original Adoptions Together mark. The interwoven icon is a badge of the everlasting love and care the organization provides and values so deeply.

Our audiences ranged from pregnant people, to those seeking to adopt, to those needing post-adoption support

The new brand palette pays homage to the original purple tones, while adding complementary colors that convey warmth and vibrance 

We used a mix of fonts to allow for crisp yet human messaging to shine

Abstract geometric shapes combined through the softness of transparency created a visual language that we could expand on in application

We ran with their North Star of 'Helping You on Your Adoption Journey, Every Step of the Way'. The brand needed to strike a balance between Warm & Hopeful, Lively & Dynamic, Fresh & Modern.

We applied the brand to a new website, where the shape overlay treatments helped to create an immersive calm setting for viewers

We worked closely with the Paths for Families team to conduct a thoughtful training that brought staff on board as brand ambassadors, and made sure they understood how to talk about themselves with the new brand language.

The brand style guide included guidance on logo usage, color accessibility, and photography