Reintroducing CAPA

Renaming and rebranding a trusted nonprofit to mark 50 years of care and community impact.

Challenge

In 2024, CAPA (Child Abuse Prevention Association) was selected as the recipient of Crux for a Cause, Crux KC’s pro-bono marketing initiative dedicated to amplifying the impact of mission-driven organizations in Kansas City. CAPA was searching for strategic marketing, naming and branding support in preparation for the organization’s 50th anniversary to better reflect its trauma-informed work with children and families while laying a foundation for long-term growth, community engagement and a successful capital campaign. CAPA selected Crux to tell its story more clearly to connect emotionally with stakeholders and enter its next chapter with renewed confidence and clarity.

Solution

Crux led a collaborative renaming and rebranding process that honored CAPA’s legacy while creating a visual identity more aligned with its future. The updated brand—centered on “CAPA Cares”—introduced a softer, more welcoming tone through a clean, modern logo and playful yet professional design language. Crux delivered a full branding suite, including logo variations, color palette, brand guide, font recommendations, marks, business cards, letterhead, flyers and digital templates.

Services Provided

Brand strategy consulting
Naming and rebranding
Visual identity design (logo, mark, brand palette)
Graphic design of business collateral
Strategic storytelling development

Results

Through a collaborative renaming and rebranding effort, CAPACares launched a refreshed brand identity that honored its legacy while positioning the organization for future growth in alignment with its 50th anniversary. As a result of this work, CAPACares benefited from:

Stronger brand clarity and emotional resonance: The CAPACares positioning created a more approachable and mission-aligned identity that better connects with families, donors and partners.

Operational efficiency: The CAPACares internal team will benefit from plug-and-play branded templates to work more efficiently and consistently across materials.

Positive stakeholder engagement: The updated brand received strong support from stakeholders, thus boosting momentum for for overall fundraising success and capacity building.

Strategic alignment: The rebrand laid the groundwork for a website redesign and an evolved communications strategy focused on storytelling and emotional connection.

The rebranding effort helped CAPACares build a strong foundation for its next chapter of impact in the Kansas City community.