Repositioning a nonprofit’s brand so it’s stronger and more resilient


It’s a joy helping a nonprofit better tell their story.

These people are angels on earth. Really. They work tirelessly to care for and support very sick children and their families. As an organization, Edmarc was established in 1978 and, at the time, their brand was centered on, inspired by and named for a local minister named Edward, who died of cancer, and a young boy named Marcus, who died of a progressive neuromuscular disease.

As Edmarc’s mission grew, they needed to address the misconception that they were strictly a hospice for children, and that all of the children in their program had terminal diseases. While that may have been the case many years ago, they now bring children into their program earlier than they used to, and since those kids are often times still seeking treatment, they may beat their battle and leave the program, no longer needing it. That’s always the hope.

We were immediately drawn in by these wonderful folks; as you can imagine, the staff, volunteers and board members are quite passionate about this important work.

Our job was to dispel any confusion about the services Edmarc offers by creating a clearer, greater sense of brand unity for them. A new brand identity system would also allow them to stay relevant to current audiences, as well as attract new and changing audiences, including referring health professionals and innovative partners.


Putting our heads—and our hearts—into helping nonprofit organizations be able to do more is, well, it’s just good karma.

Edmarc Identity System Design by Red Chalk Studios

The solution is both delicate and strong at the same time.

The butterfly signifies endurance, hope, beauty and change. The heart, removed from the negative space in the “a” in “Edmarc” and inserted into the body of the butterfly, represents the love and caring that is given and received.

Their new visual system is anchored by this positive and hopeful mark that embraces all facets of this special organization.

In addition, we developed solutions for how to extend their new system into their communications and event identities. We are proud to have been a part of their growth.

Edmarc Identity System Design by Red Chalk Studios

Edmarc Stationery System Design by Red Chalk Studios

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