Shining a Light on Loss
Candles of Hope is dedicated to supporting those affected by pregnancy and infant loss, and advocating for policy change to improve care for bereaved families.
At their onset, they turned to TEC to help them brand their organization and articulate their mission to families and policymakers alike.
“Evoking emotion is the mission of any brand. Here, however, we needed to respond to emotion in its rawest form.”
Janna Palankin, Design Lead, TEC
A Steadying Hand in the Dark
When a family in need connects with Candles of Hope, they’ve found a partner and a guide to help steady them with compassion and strength as they navigate this difficult transition. This was the feeling that needed to come through with crystal clarity.
The primary color palette includes earthy and grounding greens and browns subtly brightened by a growing yellow light that acknowledges the process of grief and healing, and evokes hope. Secondary graphic languages continue this line of thought, with photography focused on the powerful interpersonal moments that make healing possible, and visual fonts and shapes that are clear, simple, straightforward, and contemporary. The tone and style of the written copy conveys understanding, expertise, conviction, and empathy.
The Candles of Hope Brand Story
Despite affecting so many, pregnancy and infant loss is rarely discussed in Israeli society. Too many families find themselves alone and without proper resources, information or frameworks to support them through their unique journey of grief.
Nationally, approximately 6 infants are stillborn per 1000 live births and 1 in 4 pregnancies ends in loss. Despite these numbers, Israel offers no national pregnancy and infant loss response or support services. What support does exist is underfunded, sporadic and difficult to access. This neglect can have long-term health ramifications for Israeli women and families. For example, according to a 2016 study (the first of its kind in Israel), over a third of women who suffer pregnancy or infant loss in Israel go on to develop full PTSD.
Candles of Hope was founded by a community of families, health professionals, researchers, and policy makers who refuse to accept this status quo any longer. We aim to improve care for bereaved families and break the silence and taboo surrounding pregnancy and infant loss. Candles of Hope provides comprehensive support, information and education services to families and healthcare professionals throughout the country. We are a collection of voices demanding change as well as a resource for support. We are a witness to loss as well as a steadying hand in the dark. Together we work to improve understanding of pregnancy and infant loss while supporting those grieving through the moments that matter most towards a more hopeful future.
