Heart Rock: Justus Family Recovery Center is a new recovery center for pregnant women and women with children, located in the heart of Indianapolis, IN. They came to us as soon as they got the word of approval on their new building, asking for help with everything from branding to website design and development, and anything in-between.
Our main goal (and challenge) was to ensure we were being respectful to the women who would be future residents of this house—especially when creating copy for the site. Through conversations with the client, we learned what might come off stigmatizing or feel patronizing in this space and made sure to extend that same consideration to the visuals and the experience on the site.
Copywriting & SEO
Front-end Web Development
move the slider left to right to see logo concepts versus final logo selected
The name Heart Rock originated from an actual heart-shaped rock that was found in the building. The logo we developed not only gives a nod to the heart shape, but also features an abstract representation of a mother and her child.
The warm purple colors of the palette are a nod to recovery awareness and represent nurturing, compassion, and security. The mint green communicates healing, growth, and stability. And the off-white connotes a sense of innocence and support.
Together these colors create a welcoming yet sophisticated look and feel for the Heart Rock brand.
scroll inside the images below to see the full page as it appears on desktop and mobile devices