Andrus
A Brand Reimagined
The Transformation of Andrus
At Andrus, the commitment to helping children and families thrive has been steadfast for nearly 100 years. Andrus' mission and vision have evolved to meet the growing needs of their community. However, their brand identity had not kept pace, prompting a bold step: a comprehensive rebrand to better reflect their purpose and values. This was the challenge facing Andrus leadership. They reached out to Jeff Seaver and Bud Lavery, two principals of Seaver Interactive, and tasked them and the entire Seaver team with a ground-up rebrand of Andrus itself, including a new logo, annual reports, stationery systems, email marketing campaigns, new signage for the complete campus, a brand new website, and more.
The journey began with the redesign of Andrus' outdated logo. Recognizing the need for a fresh identity while respecting the legacy of the original design, the Seaver team drew inspiration from the organization’s campus—a historic 100-acre estate that radiates natural beauty and growth.
The resulting logo features a capital letter “A” with the negative space forming a child holding a sprig, symbolizing protection, nurturing, and growth. This simple yet powerful design perfectly embodied Andrus' mission and has became the foundation for a cohesive visual identity.
Some of the earlier preliminary designs we explored included paying homage to the idea of the tree itself, a wonderful metaphor for strength, growth, and security. We also looked at the beautiful beaux-art architecture across the campus for inspiration. In the end, the concept of the child protected within the capital A won everyone's hearts.
Building on the success of the logo redesign, we turned to other important elements of Andrus' marketing and communications presence. We started the work by creating a comprehensive Branding Guide for Andrus, including typography, color schemes, mockups of print materials, signage, and more.
From there we redesigned, wrote, and the organization's next two Annual Reports (and the following Annual Report is underway now). We strived for a tone, a sophisticated yet approachable aesthetic, balancing playfulness with the gravity of Andrus' mission. These successful projects are powerful marketing tools that have paved the way to communicating Andrus' offerings to its families, other schools, government officials, donors, and prospective employees
Our next phase of the rebranding work included a complex website redesign that was both visually compelling, and made it easier for users to navigate Andrus' vast array of programs and resources. The website showcases their amazing accomplishments, their beautiful campus, the vast resources available to the community, their remarkable staff, and of course the children, who are the heart and soul of Andrus.
Business cards, email marketing campaigns, print and digital newsletters, and stationery systems were revamped to unify the visual and messaging style across all communication channels. Campus signage—essential for orienting visitors—was redesigned to integrate the new brand seamlessly into the environment. Even wearable merchandise reflects the thoughtful balance of professionalism and warmth.
The brand transformation created by the Seaver team not only enhances Andrus' public image but also reinforces the trust and hope they provide to children and families. The rebrand is a testament to the power of design in shaping an organization’s future, connecting its past with its promise for tomorrow. We’re proud to be a part of this journey, ensuring Andrus' brand is as strong as its commitment to the community it serves.
