Hope. Healing. Strength. Community. This is what guides and motivates the people behind the Oklahoma City Family Justice Center (FJC). But, creating the message and voice of this new undertaking is what brought them to ICG. And at ICG, we were very excited to be part of the conversation. Their mission became our mission, with an immediate goal to find a name and look that would appropriately describe this new partnership in Oklahoma City. Victims of violence need to know that this new place is where they can find hope.
Violence is a serious issue in our community, but many victims are inadvertently discouraged from getting help because of the difficulty in obtaining services. Victims must go from location to location and tell their stories to different agencies such as police, courts, social services, victim services, shelters, etc. to access services. Depending on the victim’s unique needs, there are potentially more than 30 agencies a victim may need to visit within Oklahoma City. This disjointed response easily overwhelms people, and they often give up. For this reason, city leaders and officials came together for the development of a Family Justice Center, a nationally recognized, evidence-based model that can change the trajectory of our community.
At the onset, many involved with this exciting new undertaking felt that the name “Family Justice Center” and associated logo did not give potential clients the right impression of the organization. To make it feel less judicial and more representative of Oklahoma City, the FJC chose ICG to rename and rebrand their partnership, to create a new image of a place where victims can feel safe and empowered.
ICG went through an extensive discovery process to learn more about what the FJC will mean to OKC, including visiting One Safe Place (Ft. Worth’s FJC) and spending a day at Camp Hope, the inaugural camp for kids from July 24-30, 2016, at the YMCA’s Camp Classen.
Once ICG had a solid understanding of who FJC is and what they stand for, the name selected was Palomar—a name inspired by the palomar knot, the strongest knot one can tie. As pressure and weight is applied to this type of knot, it actually increases in strength, making it truly representative of this strong and valuable partnership. In addition, the tagline is “A Community for Strength & Healing”, showing how the city of Oklahoma City and its partners are joining together to become the solution for victims of violence in our community.
The associated logo was designed in rich purple, the color characteristic of domestic violence. It uses a friendly, approachable typeface, and features an abstract shape with a variety of interpretations. Although to most it looks like a bird, the viewer can read into additional meanings such as a hand or a wave.
A major component of the rebrand is the new Palomar website. The website is responsive, relatable and photo driven, and it features easy online donations. In addition, ICG will be rolling out multilingual support as part of the live chat feature.
On February 2, 2017, city leaders, officials and the general public braved the cold to attend Palomar’s grand opening ceremony. After speeches from Tricia Everest, Kimberly Grate and Casey Gwinn, President of Alliance for HOPE International, attendees were invited to tour the building and chat with the people who made Palomar possible. The event was covered by the local news media and published in print and online.