Rebranding an award-winning addiction recovery center to make it more accessible
The Challenge
Opioids, methamphetamines, alcohol - addiction to these substances represent a growing health crisis that destroys our communities. It impacts people in all walks of life, from all backgrounds. Addiction is tough to treat, and for people who come from poor, disadvantaged, and marginalized groups, it's even worse. El Centro de Libertad offers award-winning addiction recovery services in Redwood City, CA. Their program was established in 1994 to address the needs of the Hispanic community. Today, this community is increasingly hard to engage. El Centro needed a new brand and website to appeal to donors, government agencies, and the Hispanic community they serve.
The Outcome
"Recovery, one heart, many minds;" the updated El Centro brand and website brings together the center’s rich history with inspiration from people who have benefited from their services. The site is fully responsive, bi-lingual, modern, and clean. The site is built in WordPress for easy management. Clients can schedule appointments, post payments, and check-in with counselors. Donors can schedule contributions and learn about the impact of their donations over time. Overall the site is more accessible and easier to use and manage. The agency is seeing a growth in donations, press coverage, and government agency engagements.
Our updated website and brand identity do an excellent job of communicating our value proposition to donors and government agencies while still appealing to our predominantly Hispanic client-base. Everything is modern and clean while still capturing the spirit of the agency. – Executive Director, El Centro de Libertad
Our Approach
El Centro de Libertad engaged Flower Press Creative Studio to design and build a modern, responsive website and update their brand identity. We worked with senior leadership and key stakeholders at the agency to establish differentiators and key selling points. We proposed brand identity concepts that spoke to their core values and rich history. Once we established a logo and color palette, we worked with stakeholders to identify key features that would be needed on their new website. Online scheduling, payments, and teleconferencing capabilities were key. They also needed the ability to accept donations and attract government agencies with detailed services descriptions. We created wireframes and prototypes for testing. We made refinements based on end-user feedback. Once the visual design was approved, we set about customizing the WordPress interface to make it straightforward and easy to manage.
Ongoing Growth
As El Centro de Libertad continues to navigate addiction recovery's complex waters, their website and online tools will continue to evolve. We expect to add new features to continue to serve their diverse community in new ways.