Case Studies July 28, 2025

+30.7% Engagement Rate through Strategic Brand Refresh

See how Blacksmith Agency implemented a comprehensive rebranding strategy, including refined messaging, a new visual identity, and website enhancements, helping C.A.S.E. see a 30.7% increase in engagement rate and a 17.1% increase in new users via direct traffic.

About C.A.S.E

BSA’s comprehensive branding services made CASE’s brand more distinct and engaging.

The Center for Adoption Support and Education (C.A.S.E.™) is dedicated to providing support, education, and resources to adoptive and foster families. As C.A.S.E. expanded its reach and services, its brand identity no longer reflected its evolving mission. The organization thus needed a modern, cohesive brand that would resonate with its diverse audience. This includes families, professionals, and donors. Blacksmith stepped in to craft a professional and emotionally compelling brand strategy that would elevate C.A.S.E.’s presence.

Services Rendered

Brand Strategy

Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?

Creative Branding

This is where your brand comes to life visually. Our creative team will create a complete visual system. It includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.

UI/UX Design

We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.

Lack of Brand Memorability

The organization’s color palette blends into the background and doesn’t strongly communicate the brand’s personality or purpose. There’s no immediate visual hook (like a bold logo treatment, signature color moment, or dynamic headline) to reinforce brand recall.

Use of Generic Icons

The website relied heavily on generic icons that lacked a distinctive visual style or emotional connection to the brand’s mission. As a result, the visuals felt interchangeable with any nonprofit website, weakening brand recognition and emotional impact.

Overcrowded Footer

While trust badges and partner logos are valuable, the footer presents too many visual elements close together, reducing the perceived clarity and polish of the brand. Instead of building credibility, this clutter can feel overwhelming and diminish focus on the most important trust markers.

The Solution

Human-Centered Brand Storytelling

The new design uses authentic, heartwarming imagery that celebrates family connection and inclusion, a major shift from the generic visuals on the old site. This approach humanizes the brand and helps communicate C.A.S.E.’s mission to nurture, inspire, and empower families in the adoption journey.

Refined Visual Hierarchy and Modern Layout

The updated design establishes a clear structure and flow through consistent typography, spacing, and modular sectioning. Important calls-to-action stand out, while white space and contrast guide the viewer’s eye, creating a more polished, professional impression of the brand.

Cohesive Brand Identity and Iconography

Instead of the earlier generic icons, the redesign integrates a custom visual language, soft shapes, modern line accents, and a unified green palette that strengthens recognition and conveys warmth. The subtle brand motifs (curved edges, brush-style highlights) reinforce a sense of care and continuity throughout the design.