IDENTITY MEDIA
CREATING A WORLD WHERE CHILDREN FEEL SEEN, HEARD, AND VALUED!
Background:
Identity advocates for transracial adoption and creates resources for adoptive and foster parents. Identity believes that if they can equip parents for the resources needed to raise a child, then they'll be able to empower the future of adoptive and foster children.
Founder Isaac Etter, a Black adoptee, adopted by a white family and raised in a conservative area, knew that there weren't many resources for parents who were interested in transracial adoption. While Issac had the ideas, he didn't have the structure. So, with a strong strategy and plan, we made Issac's dream come true.
BRAND
01
We refined Identity’s existing logos and provided guidelines to keep every touchpoint in the same visual family.
Isaac’s Story
To launch Identity onto the crowded adoption scene, we introduced Identity’s mission in a 4-part miniseries, “Discovering My Identity.”
This story-driven approach spoke to the target audience — potential adoptive parents — and gave an intimate look at the challenges Isaac and his family faced, often without the resources they needed. The final episode shows how Identity provides community support and education to families like Isaac’s.
WATCH THE YOUTUBE SERIES ＞
PLATFORM
02
Next, we launched social media and YouTube platforms with clips from the miniseries. We also refined touchpoints like Identity’s website, and their main product, a series of practical guides for adoptive parents.
GROWTH
03
Our growth strategy focused on social media, YouTube, and email marketing, and aimed to build audiences for longer-term campaigns in the next phase..
After 1 month of working with Lifestyled Media:
+373%
increase in sales
10.2k
instagram views
Won the GIFT “Shaping the Future of Adoption” award
CONTENT
04
To generate long-term content organically, we launched a podcast, “Inside Transracial Adoption.” We convert clips and Q&A sessions from each episode into regular marketing content for social media.
REVENUE
05
We continue to work with Identity to form partnerships and launch new resources. When a new parenting guide is published, for example, we film video resources with the guest author, create landing pages, and promote the new material through email marketing.
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“I have loved working with Lifestyled Media! The team goes above and beyond to bring my vision to life.”
I S A A C E T T E R
Founder of Identity