Fostering Family with Amara

Branding, Creative & Design, Digital & Web
Amara Heroine Aspect Ratio 0 0

Changing the way we think about foster care

We are deeply inspired by our client, Amara, and their commitment to supporting kids and families impacted by the foster system, and changing the way they are understood in the communities in which they live and work.

six versions of the Fostering Family logo on different color and photo backgrounds.

Rallying community support for kids and families

When we first met Amara, they were working to develop an initiative that would bring together nonprofit organizations working in foster care, businesses, and community members to offer contributions to families and engage in content to change dominant narratives around foster care. Together with Amara, we developed the name, branding, messaging, website and strategy for Fostering Family.

Centering people with lived experience

Central to the initiative is the goal of changing and reframing perceptions of kids in foster care, foster parents, kinship families, and birth parents. To do this effectively, we convened a group of stakeholders who had been impacted by the foster system to serve as a sounding board for the messaging and materials. As a result of their advice, we adjusted the content and tone to make sure the initiative felt inclusive of the full range of experiences with the foster system.

A website for all of the Amara family

Pyramid and Amara collaborated again to develop a new Amara website that would bring the whole organization in alignment with the goals of Fostering Family, centering real stories and lived experiences. It was important to Amara that individuals who are impacted, but have largely been left out of conversations around foster care, feel like they have a home at Amara.

In addition to working to be inclusive across the site, we created a landing page experience for each major audience group so that they can have a place to go that speaks directly to them and their needs.

a desktop computer with the Amara website home page.