Founded in 1987 in Washington, DC, Safe Kids Worldwide is a global network of organizations dedicated to providing parents and caregivers with practical and proven resources to protect kids from unintentional injuries. Safe Kids works with an extensive network of more than 600 coalitions in the U.S. and in 23 countries to reduce traffic injuries, drownings, falls, burns, poisonings and more. Despite the organization’s admirable mission, its brand lacked an emotional connection with its core audience groups. An outdated logo; visual identity that didn’t fully personify all that Safe Kids offered; limited visual system that was unable to flex into both print and digital touchpoints; and an inconsistent signature system that did not account for the organization’s global chapter needs were all holding the brand back from its full potential. To humanize the brand and solve its real-world application issues, FutureBrand’s solution started with a new logo that visually centered around a happy child. We then built a supporting suite of visual elements consisting of a robust, optimistic color palette and icon system, developed a more conversational tone of voice and a new signature system that optimized individual chapters worldwide while allowing for future flexibility. The result is a much happier, humanized brand expression that paves the way for greater awareness about children’s safety.