Omni Family of Services
How do you build an effective visual identity system for a multi-state placement agency?
Founded in 1991, Omni Family of Services is no stranger to their ethos that every child deserves a home.
Unfortunately, their visual branding hasn't seen much development since the organization's conception. It was failing to adequately tell their brand story, it didn’t emphasize the united relationship between all of Omni's services (Community Health, Visions, Foundation, etc.) and display cohesion between all service locations throughout the United States.
As lead designer on this project, it was my job bridge these gaps.
Previous logos within the family of services
After assessing the existing brand visuals, it was expressed by the client that the tree still felt like a strong symbol of their identity and values. We confirmed this after completing our brand personality assessment and strategy sessions.
Omni Family of Services brand personality chart
After all brand strategy documents were completed and approved, it was my turn, to apply them to visual concepts.
Final tree icon for the new brand. Within the design is a circle of abstracted human figures.
Because of the visually complex nature of trees (branches and leaves), it was decided early on in the design process that abstracting it would be the best way to go. Abstraction offered a more modern feel, more scalability, and made room for visual symbolism. In our case, we were able to include a circle of abstract human figures in the leaves and branches of the tree. This stood as a strong symbol of unity which is a leading theme in Omni's brand.
From there, we made several lockups of the logo to ensure versatility for any situation needed in such a large system.
We also provided interim logos for each of Omni's services that feature the name next to the new icon. These may change slightly in the future.
Brand sheets that showcases usage rules, typography, and visual assets for main brand and for the state-specific logos.
Example mockups for the new brand
While the posters are designed to showcase visuals from the main parent brand, the social media mockup is Ohio-specific, and the billboard is an example of a collaborative campaign with Trillium Health Resources (they give grants to organizations like Omni).
State-specific tote bags
We collaborated with Omni's state leaders to help assign a unique secondary color to each. Though visually united by the logo, they can express some of their own identity with the color swap. Omni's various state chapters take serious pride in their location and their work. Knowing this, I wanted to provide them with some ideas to showcase this pride – like these tote bags.
I worked closely with my creative director to construct and finalize the brand guidelines for this large entity. They plan to begin rollout in Q1 of 2024.