[ PROJECT OVERVIEW ]

FROM LEGACY TO MODERN LEADERSHIP: A BRAND REFRESH THAT REFLECTS CCYF’S EXPANDING ROLE FOR FAMILIES

The Coalition for Children, Youth & Families (CCYF) provides support and resources for families navigating the complexities of child welfare and adoption. As CCYF’s role expanded, it needed a refreshed message and visual identity to reflect its growing impact on families.

SERVICES RENDERED

MARKETING
PUBLIC RELATIONS
CREATIVE

SERVICES RENDERED

PUBLIC RELATIONS
MARKETING
CREATIVE

[ THE CHALLENGE ]

CCYF’s long-standing reputation as a trusted community resource was clear - but its evolving mission needed a brand that matched its reach and relevance.

The organization partnered with Mueller Communications to clarify its message and unify its visual presence.

CCYF engaged Mueller Communications to facilitate a visual rebranding and messaging refresh to help the organization clearly share its impact in the community in a compelling way through refining the look and feel of their brand.

[ THE SOLUTION ]

To understand the history and offerings of CCYF, the Mueller team conducted an in-depth audit of the organization’s brand, which included surveying and hosting an immersive message session with key CCYF stakeholders. Grounded in stakeholder insights, Mueller translated CCYF’s story into a refreshed brand system - including a modern logo, cohesive messaging, and visual elements that reflect the organization’s warmth and expertise.

DIGITAL MARKETING CAMPAIGN

Leveraging the refreshed branding, the 2025 Foster Parent Recruitment Campaign was strategically launched to drive foster parent inquiries and convert passive interest into active steps. The campaign utilized targeted storytelling to connect a specific audience with essential foster parent resources. Measured by two core KPIs—web traffic and Foster Care Information Packet Downloads—this effort delivered an immediate and measurable impact: a 64% surge in web traffic and 116 new packet downloads.

Ten years. That’s how long Mueller has stood with the Coalition for Children, Youth & Families — and the foster, adoptive, and kinship families we serve across all 72 Wisconsin counties.

Since 2016, Mueller has been more than a donor. They’ve been a true partner — lending their expertise in public relations and digital marketing to help us tell our story more powerfully, including work on campaigns and a full brand refresh that has shaped how Wisconsin knows us today.

[ Jenna Czaplewski , Director Of Communications & Philanthropy, CCYF ]

[ THE RESULTS ]

The refreshed brand positions CCYF as a compassionate, trusted partner for families across Wisconsin. The new identity unites decades of legacy with a forward-looking message of hope and support.

SERVICES RENDERED

MARKETING

PUBLIC RELATIONS 

CREATIVE

[ WE’RE HERE TO HELP ]

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