Keeping Families Covered
Brand Refresh & Digital Transformation
Background
Keeping Families Covered (KFC) came to Sing Creative looking for a refreshed, modern brand that better reflected the heart of their work: supporting families with dignity. The organization had grown rapidly, expanding into three distinct areas of service that each functioned like its own sub-brand, but without a clear identity or brand hierarchy. Their existing branding couldn’t keep pace. They needed a unified system that honored the individuality of each program while still feeling like one cohesive KFC story.
Goal
Create a cohesive, mission-driven brand and website that communicates impact, resonates emotionally, and makes it easier for people to get involved, whether they’re seeking support, looking to donate, or partnering with KFC.
Strategy
To bring KFC’s mission to life in a compelling, accessible way, we developed a holistic brand approach designed to:
Refresh the visual identity, including an updated logo and program sub-brands
Create a clear, memorable tagline that captures the organization’s purpose
Redesign the website to highlight programs, impact, and calls to action
Build messaging and visuals that connect with families and inspire supporters
Our Approach
A Full Brand Transformation
We redesigned the brand from the ground up to give KFC a warm, modern, instantly recognizable identity.
Logo & Tagline:
We created a fresh, approachable logo paired with a mission-centered tagline that conveys both compassion and clarity.
Sub-Brand System:
To bring structure to KFC’s expanding programs, we designed a flexible system of sub-brands: distinct enough to stand on their own, cohesive enough to feel unified.
Website Redesign: Clearer, Warmer, More Human
In close partnership with an outside web developer, we launched a responsive, user-friendly website built around storytelling and simple navigation. Our work included:
Updated content architecture
Impact-forward copywriting
Compelling visuals that center real familiesClear volunteer, donation, and support pathways
Every element was designed to make the mission feel immediate, approachable, and deeply human.
Impact
By combining strategic messaging, modern design, and an intuitive digital experience, Sing Creative helped Keeping Families Covered elevate their brand and deepen their connection with the families and communities they serve.
ONE
fully redesigned, mission-centered website
THREE
clearly differentiated sub-brands