Supporting journeys through foster care

Brief

Feeling their association with Kibbles main reform services was hindering their ability to attract new Foster Carers to the service, the Kibble fostering team reached out for help. The aim was to create a brand for the Fostering Service that would allow them to speak more purposely to their target audience and their unique journeys within the Foster Care system. In turn helping to boost lead generation, build brand awareness and ultimately recruitment more Foster Cares to the service, without totally detaching from the existing Kibble brand.

Concept

Using the existing Kibble branding as a base I created a bespoke typeface for the new brand, with unique characters that convey a sense of family, welcoming and support, paired with a colour palette that would appeal to both children and adults. I elevated the existing Kibble K, utilising this as a graphic element that could be used throughout marketing materials.

Drawing inspiration from home comforts and safe spaces, I developed a campaign that speaks to the role of the Foster Carer, welcoming a child into your home to help them grow and develop, a nod to the support Kibble also provide to their carers. In order to stand out from similar organisations in the fostering sector I utilised imagery of items you find within the home, to convey the sense of diversity without always having to rely portraits.