Oregon Child Abuse Solutions: Brand and Website

Oregon Child Abuse Solutions (OCAS) is the only statewide non-profit that fights to end all forms of child abuse. Formerly the Oregon Network of Child Abuse Intervention Centers (ONCAIC), their mission is to provide quality, comprehensive services to give children the best opportunity to grow up healthy and safe.

oregoncas.org

Qualitative and Quantitative Research Brand Platform Brand Strategy and Positioning Naming Brand Identity Design Print Collateral Web Design and Development

Abstract geometric shapes in blue, orange, yellow, and white are arranged on a dark blue background. On the right, white text in a circle reads Oregon Child Abuse Solutions OCAS. Curved lines suggest sound waves.

The Challenge

Making Oregon the safest state for kids

In order to make Oregon the safest place to raise children, ONCAIC needed to clarify the organization’s purpose and gain support around its broader mission. They needed to educate Oregonians about the prevalence of abuse, share proven methods of child abuse prevention, and mobilize expertise and resources in order to provide adequate care to all Oregon children. There is a stigma around child abuse and people often do not realize it is happening in their own community. A new name, brand, and website would help position the organization as the thought leader in the fight against child abuse.

Three posters with bold text promoting Oregon Child Abuse Solutions. Messages read: “We protect and heal Oregon’s children impacted by child abuse,” “You can help build a safer Oregon. One child at a time,” and “We will never stop fighting for the children in Oregon.”.

The Approach

Investing in the future

Fieldtrip began by digging in and learning about the Network through over 20 stakeholder interviews, a thorough competitor analysis, and reviewing existing brand materials. This process set the stage for a full brand platform, target personas, new name and tagline, and visual identity. The new energetic brand is built on simple patterns and shapes, and features a custom handwritten typeface showcasing the care and passion that OCAS embodies day in and day out. A new website was created to act as an educational resource and inspire change from the organization’s partners, donors, and the community at large.

A colorful trifold brochure for Oregon Child Abuse Solutions is shown open and closed on a pink background, featuring abstract geometric patterns and information about child abuse in Oregon.

A simple geometric design with the bottom left half in solid mustard yellow and the top right half in white, divided diagonally from the lower left corner to the upper right corner.

The Results

Building a safer Oregon, one child at a time

OCAS is equipped with a new bold, powerful brand, website, and messaging, helping the organization stand out and reach new audiences. The increased visibility to the public and legislators doubled the organization’s annual revenue from $410,000 to $820,000. Participation in training programs jumped by 700% and training registration income increased by 500%. State legislators now understood the mission of OCAS and the organization’s role in ending child abuse. The clear, concise messages helped OCAS secure $7 million for a first-time direct state investment into child abuse response services.

A computer monitor displays a website for Oregon Child Abuse Solutions, featuring photos of children and the text: One in seven children experience abuse or neglect each year. The background is light blue.

Abstract geometric design with four colored triangles: light blue at the top left, dark blue at the bottom left, red-orange at the bottom right, and white at the center and upper right. Clean and minimalist style.

Screenshot of a website page for Oregon Child Abuse Solutions, showing a search tool and interactive map to find child advocacy centers across Oregon, with options to filter by location and type.

A webpage titled The Truth About Child Abuse features statistics in bold text: 34 children are victims daily, 78% are under 13, and $830,000 in costs per case. There are photos of a child and a circular sculpture above the text.

Three red concentric quarter-circles on a white background, positioned in the bottom left corner, creating a minimalist, modern design.

Our small nonprofit failed to engage donors, legislators, and association members. We knew our mission was critical and that we had a strategic edge, but we needed more clarity, organization, and expertise to turn these strengths into a brand that compelled others to act. Fieldtrip's comprehensive process helped keep our Board, staff, and members engaged, and each stage was inspiring, insightful, and exciting. Despite time constraints and very particular stakeholders, Fieldtrip ensured we stayed on track and listened to every contributor. Now, we have one of the most compelling brands in Oregon! The brand clarity positioned us for rapid expansion, despite the pandemic.

Becky Jones, Executive Director