Insights & Challenges
DHS Center for Prevention Programs and Partnerships (CP3) tasked our team with developing a new brand identity. Their existing materials lacked warmth and clarity around their mission: preventing targeted violence and terrorism through community-based approaches.
Our challenge: create a brand that communicates trust, collaboration, and safety, while aligning with the authoritative look and feel of DHS.
Solution
A New Logo that Reflects Mission and Target Audience
We led the development of a logo system that balances approachability with institutional integrity.
● Conversational Identity: While the full name — Center for Prevention Programs and Partnerships — establishes formality, CP3 is its widely used moniker. The logo reflects that familiarity, making the brand more relatable.
● Design Choices: Rounded edges and thick line weights reinforce accessibility and safety. The emblem, a ring of five arrows, embodies both progress and collaboration.
Expanded Color Palette
Working within DHS brand parameters, we introduced a signature CP3 hue, tangerine, as an accent color. It conveys warmth, energy, and connection, adding dynamism to the federal blue-gray palette to encourage engagement from communities and practitioners.
Award-Winning Applications
We brought the rebrand to life through high-impact, user-centered materials:
Website Redesign
The refreshed CP3 website integrates the new brand with an intuitive layout and engaging storytelling. The relaunch resulted in a 4x increase in web traffic in the first month alone and earned a Gold 2024 MarCom Award.
Before Redesign: Pages were long and dense, with limited navigation and branding
After Redesign: Clean navigation, branding incorporated throughout
Video Storytelling
We produced a 12-part video suite to humanize CP3’s mission and impact.
● Get to Know Invent2Prevent – Platinum 2024 AVA Digital Award
● Voices of Resilience: My TVTP Story – Gold 2024 AVA Digital Award
● Intro to CP3 – Honorable Mention 2024 MarCom Award
Learn more on this page.
Branded Templates
To ensure consistency across all touchpoints, we developed branded templates and layouts:
● Word one-pager and report templates
● PowerPoint templates
● GovDelivery newsletter layouts
● Event materials (folders, flyers, banners, backdrops)
These resources empowered CP3 staff and partners to maintain brand integrity across all communications.
Report template
Govdelivery template
Branded folder
Backdrop & pop-up banners
PowerPoint template
Collateral Library
We also designed a robust collection of branded assets to support CP3’s paid media, social campaigns, and practitioner outreach. This included:
● Slick sheets
● Reports
● Social/paid media graphics
● Campaign-specific one-pagers
Prevention One-Pager
Cost Effectiveness of Prevention One-Pager
Social-Paid Media Graphics
Intro to CP3
Results
● Brand transformed from generic and bureaucratic to warm, dynamic, and cohesive.
● Increased engagement, including a 4x spike in website traffic post-relaunch.
● Increased recognition, with 3 major industry awards for branded video content.
● Scalable toolkit enabling CP3 teams and partners to maintain visual consistency across communications.
My Contribution
● Led creative direction and brand strategy for CP3’s visual identity refresh
● Designed and art directed the logo, color system, and visual language
● Oversaw vendor management for video suite production
● Wrote scripts, provided feedback, and led creative QA for video deliverables
● Guided template development and coordinated cross-platform application
● Supported client collaboration and stakeholder alignment throughout the process