A Brand That Belongs to the People: Freedom Resource Center’s New Voice and Vision

For decades, Freedom Resource Center has stood on one principle: Nothing about us without us. They have walked alongside people with disabilities across Minnesota and North Dakota, making independence not just an idea, but a lived reality.

But as their reach grew to 21 counties, their brand started to feel out of sync with their heart.

“Our old look sometimes felt political, even unapproachable,” their team told us. “But our work is about people feeling respected, welcomed, and understood. We wanted our brand to match that.”

Rooted in Dignity, Lifted by Community

This refresh was not just about logos and colors, it was about creating an identity that feels like the people Freedom serves: approachable, supportive, and full of dignity.

Through collaborative workshops, the team defined the feelings they wanted every interaction to spark:

  • Hope: that independence is possible.
  • Empowerment: that people have real choices and control.
  • Welcome and Understanding: that everyone belongs, no exceptions.

Muted, accessible colors replaced harsh tones. Typography was chosen for clarity and friendliness. Every element now carries one truth: this is a place where people are seen and respected.

A Voice That Invites, Not Instructs

The brand voice had to shift too. No jargon, no lofty or distant tone. Instead, it became calm, trustworthy, and grounded in lived experience.

Now, whether someone lands on their website, holds a brochure, or sees a social post, it feels like talking to a neighbor who truly cares, not an institution. And for policymakers, providers, and donors, the professionalism still shines without losing warmth.

Tools to Tell the Story

The refreshed brand came to life in a full toolkit:

  • A flexible visual identity system: logos, colors, typography.
  • A brand guide to ensure consistency everywhere.
  • Collateral like business cards, one-pagers, and graphics for launch.
  • A digital-ready library of web assets and authentic community photos.

Together, these give Freedom Resource Center the confidence to show up with clarity and consistency, whether they are advocating at the statehouse, welcoming someone transitioning from a nursing home, or inviting donors to join the mission.

More Than a Refresh, A Reconnection

This work was never just about recognition, it was about relationship.

“We want people to feel hope, to feel like they’re talking to someone who gets it,” their team said. Today, every part of their identity reflects that mission.

The new brand is not about polish, it is about belonging. It is built for longevity, but more importantly, it is built for people. A brand that says: You matter. You belong. You have choices.

Looking Ahead

Systemic barriers do not fall overnight. But now, Freedom Resource Center steps into every conversation with a brand that reflects their truth: a community where people are not just supported, they are empowered.

Because this brand, like their mission, was never about appearances. It was about creating a voice and vision that belong to the people.

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