Identity

In 2003, Angel Guardian Children and Family Services merged with St. Mary’s Children and Family Services to form mercyFirst. This alliance of two of New York’s premier child welfare agencies, both founded by the Sisters of Mercy, created a revitalized entity committed to serving underprivileged and neglected children and their families. With the merger came the need for a new brand identity. The visual solution combines two birds into a metaphor for youth and family, nesting and flight, with the adult bird literally taking the young bird under its wings.