Kidd’s Kids is an iconic, Dallas-based charity that was founded by the late and legendary radio host, Kidd Kraddick. Since 1991, Kidd’s Kids mission has been to make a difference in the lives of children and their families who are dealing with life altering conditions. When Caroline Kraddick became the executive director after Kidd’s passing, she wanted to move the brand forward with a new direction while still honoring her father’s work. Our job was to create a brand and narrative that communicated their core mission.
We wanted the brand to visually communicate the playful personality of the business, while also clearly showing the impact made in children’s lives. The paper airplane icon helped communicate this playfulness and the signature Disney World trip they take children on every year. It also tied in Kidd’s signature radio sign off, “Keep Lookin’ Up” which we implemented as the new tagline. From the brand identity to the updated creative assets, the rebrand helped resurrect to the Kidd’s Kids mission.