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A Powerful Appeal to Increase Brand Awareness and Donations

El Centro engaged FPCS to update their website and marketing outreach to appeal to a new generation of clients


El Centro de Libertad or The Freedom Center is a drug and alcohol recovery center in the SF Bay Area with a focus on community-based treatment management.

Redwood City, CA

  • Design Methods
  • Research
  • Ideation & Product Design
  • Prototyping
  • Brand Identity
  • Visual Design
  • UI Development
  • Back End Development

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The Challenge

El Centro de Libertad is a drug and alcohol addiction recovery center that was founded in 1994. El Centro’s well-respected community-based programs have successfully changed the lives of hundreds of clients in the SF Bay Area.

In 2017, under new leadership, El Centro, was looking to refresh its outreach to appeal to a new generation of clients, grant makers, and donors. Despite years of successful practice, El Centro’s donation appeals were largely ineffective, and government support often fluctuated.

Key Insights

El Centro engaged Flower Press Creative Studio to examine the issue. We conducted stakeholder interviews to learn about El Centro’s unique approach to treatment management. We spoke with those who had been touched by addiction, and former addicts, to learn about the key drivers behind a successful recovery. Finally, we spoke with donors to learn more how they evaluated non-profits. We came away with this key Product Insight:

In order to truly recover, addicts must learn to be okay with who they are, and where they are. They need to be at peace with themselves, and have a network of people supporting them.

The Solution

This Product Insight heavily impacted our marketing direction. We decided to focus on the feeling of successfully overcoming addiction. The resulting design leads with striking visuals, inspirational quotes, and meaningful information. The user flow is simple:


The personal appeals made throughout the site are effective at drawing users in, and guiding them to the correct information so they can register for programs, form a partnership or donate to El Centro.

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The result is a modern, appealing site that will increase awareness, donations and successful grant applications.