How to Rebrand a Nonprofit: Building a New Identity for the Early Learning Coalition of Duval

ELC of Duval Website Homepage

What is the Early Learning Coalition of Duval?

Early Learning Coalition (ELC) of Duval is a 501(c)(3) that focuses on providing support, resources, and services to families in Duval County, Florida. Supported by both state and federal grants, as well as private donations, ELC of Duval was established in 1999 as part of Florida’s statewide early childhood education initiative.

The ELC of Duval is dedicated to ensuring quality child care and early education for the children of Duval County. Through various affordable and innovative early education and voluntary prekindergarten programs, the ELC of Duval serves more than 17,000 children aged birth to 5 years old and their families annually.

Through various programs and services, the ELC of Duval works to ensure all children have access to early learning experiences that prepare them for success not only in school but in life as well.

Some key programs that benefit children:

  • Voluntary Prekindergarten (VPK): a free program that provides early education to prepare young children for kindergarten. The program offers a curriculum designed and taught by real teachers to develop early literacy, math, and social skills.
  • School Readiness (SR): a program designed to provide financial assistance and help those struggling to afford quality child care.
  • Parent Education and Services: parenting classes and home visiting programs intended to help parents build strong relationships with their children and support their educational development.
  • Provider Services: professional development and training opportunities for providers based on the latest research and best practices in early childhood education. Supporting those who support the community.

How Appleton Helped the ELC of Duval Build a Refreshed Brand Identity

Step #1: Refreshing the Logo

Education providers are the backbone of every community across the country, and Appleton is fortunate to take part in supporting such an important mission of educational prosperity.

The ELC of Duval came to Appleton with an initial need to rebuild its online presence so it could best serve the parents and providers who visited its site. Prior to engaging with Appleton, the ELC of Duval website was restricted by an outdated user experience and user interface, which limited the potential to which it could serve its users. Appleton’s process for enhancing the website started out by evaluating the visual identity, which in turn, resulted in a refresh of the previous brand logo. 

The previous logo offered limited formatting and was not conducive to being utilized in a digital format or at smaller scales.

Previous logo for the Early Learning Coalition of Duval
Previous logo for the Early Learning Coalition of Duval

While understanding that it was important for the ELC of Duval to retain the connection to its roots, Appleton’s design team evaluated crucial components of the organization’s services, such as one of its primary programs, Guiding Stars of Duval. Working to incorporate elements such as this into the logo, Appleton delivered a modernized version ready for use across other new materials.

Appleton's new logo solution for the ELC of Duval
Appleton’s new logo solution for the ELC of Duval

Step #2: Building a Responsive, User-friendly Website

To best serve the members of its target audience, the ELC of Duval knew it was crucial to update its online presence to a website solution that was responsive, had intuitive navigation, and an updated aesthetic representative of its new look.

As a full-service web design agency in Orlando, Appleton specializes in creating custom websites built specifically for your company as well as your target audience. Making sure your site can be found is just as important as a site’s aesthetics and functionality. As part of our turn-key, customized website solutions, we optimize every site for SEO and target customers in the right places for higher-quality leads, producing higher-quality results.

Through our partnership, Appleton worked with the ELC of Duval to identify specialty features and uses for its target audience members. Because our websites are built by our in-house team of full-stack developers, our custom web templates were able to offer features such as:

When we built this website, we opted to keep the UI simple, on-brand, and easy to navigate. This meant segmenting the site into persona-driven sections like the pages seen underneath the “I am a Parent/Guardian” or “I am a Provider,” tabs, which help visitors know where to go and what steps to take to access the resources offered.

Ultimately, in addition to incorporating a responsive, user-friendly design, the new user experience and user interface were able to reduce bounce rate, increase average time on page, and increase the number of pages viewed per session by each user.

Step #3: Educate the Target Audience with Video

As part of our full-service solutions, Appleton has an in-house videography team that provides resources ranging from on-location filming to post-production editing. As part of our relationship with the ELC of Duval, we were tasked with creating a series of public service announcements (PSAs) to educate the target audience about the many resources offered by the organization. The PSA campaign consists of three, 30-second audio spots and three, 30-second video spots. Take a look at one of the PSAs below:

Audio and video storytelling is one of the most influential ways to reach your audience. The reason these mediums are so effective is because of their ability to create an intimate connection with your consumer’s emotions.

Are You Wondering How to Rebrand a Nonprofit?

We can help. Whether it’s getting your story out there or building a website that fits your needs, Appleton offers a wide variety of solutions customized to your goals.

Appleton is an award-winning, full-service Orlando advertising agency that works with local, national, and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media, and video services — all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-246-0092 or

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