Embracing a Mission and a Community

Reimagine an organization and identity, as its mission shifts from academic research to community-building and engagement. This University of Massachusetts research program brought critical research on the human impacts and challenges of adoption to the academic research community for well over a decade. Now its mission is evolving. It is engaging the wider, global adoption community with events, programming, resources, and education for parents, adoptees, and healthcare professionals. In following, the program needed a more engaging and dynamic way to connect with a varied and changing audience.

Shifting away from the traditional academic research aesthetic, this creative sought to bring life, accessibility, and energy to information, stories, and people. Working with a collection of program leaders and community members, this collaborative and inclusive creative process gave vision to voices of passion and commitment within the team. This project is still in development, with an initial brand launch coming in November of 2026.