AFFIRM to Develop Brand for Milwaukee County’s Pathways to Responsible Fatherhood Project

(Pewaukee, Wis…November 7, 2016) AFFIRM has been selected by Milwaukee County as the advertising agency for the New Pathways for Fathers and Families program. New Pathways will serve men in Milwaukee County who are low-income biological fathers, expectant and adoptive fathers, stepfathers, as well as those who serve as a father figure. Through skill-building workshops and individualized service, the integrated program involves three Core Program Services: Economic Stability, Responsible Parenting, and Healthy Marriage/Relationships.

AFFIRM will be responsible for all brand identity development of the New Pathways for Fathers and Families program, including logo design, tagline development, logo library, and usage standards. The agency will extend the brand to collateral materials including a brochure and sell sheet as well as a dedicated website. These materials will aid in helping fathers and father-figures improve their lives and strengthen their relationships with their children.

“We’re reaching out to a young, internet-savvy audience so our message and the look and feel of the materials has to be cool and more appealing,” said AFFIRM Senior Account Executive, Rick Panten. “Just as much thought has to be put into where and how we’re reaching our target. A mobile-friendly website with links to program partners as well as the Milwaukee County Transit website are great tools and will work great for this program in conjunction with all the other materials AFFIRM is creating,” concluded Panten.

AFFIRM is a full-service marketing communications agency with headquarters in Pewaukee, Wisconsin. The agency serves local, regional and national clients in Business-to-Business and Consumer markets and has special expertise providing social marketing, transit, transportation and health benefits marketing and communications. For more information, call 262-650-9900, or visit


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