Objective
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
Website Design
Front-end Web Development
Donations Stripe
Mailchimp Integration
Google Analytics
Elementor
move the slider left to right to see logo concepts versus final logo selected
Logo
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.
Safe Base
Purple Resilience
Lavender Love
Mint Awakening
COLOR PALETTE
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.
Collateral
On July 19, 2022, Heart Rock officially opened its doors to visitors and donors with a Ribbon Cutting ceremony. The event was well attended, including both local and National political figures, involved in the opioid crisis management.
We helped Heart Rock staff create professionally designed collateral that would provide donors and referral sources with all the necessary information about the center and its offerings, along with business cards they could exchange at the event to stay in touch with their new connections and put their best face forward.
Functionality
INTENT
IMPLEMENTATION
RESULT
IMAGERY
Heart Rock is a women’s recovery center, therefore we needed to be conscious of who we are portraying and how in the images curated for the site. Women who come to Heart Rock have faced certain challenges and are finally on their path to recovery. With the imagery we selected, we wanted to capture that moment of renewed hope for a better future, which is why the majority of the images feature women interacting with their children.
scroll inside the images below to see the full page as it appears on desktop and mobile devices
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