from DACD to Reach
Reach Child and Youth Development Society Rebranding Portfolio: from DACD to Reach Cathy Nidoski, Reach Communications Director
Reach Child and Youth Development Society Rebranding initiative.
In 2007 The Delta Association for Child Development began to look for new ways to make it easier for families to find out about services in their community for their children. Consistent with the strategic business goal to “…ensure
families in the South Fraser region are aware of programs and services, and are not restricted to access by any barriers.”, the organization implemented a rebranding initiative that included the development of a new name, a new logo, new visual identity and comprehensive communications plan.
Reach Rebranding : visual identity: logo To develop a logo that communicated the essence of the Reach organization we knew it needed an image of a child and somehow portray the concept of development; something recognizable and meaningful to those who it addresses. Our thoughts immediately went to the image of a tree as a symbol of growth and development.
Logo rough drafts
Reach Rebranding: visual identity: logo continued With our direction, the design firm Working Design came up with an image that blends the figure of a child with the image of a tree, signifying child development. The heart in the figure represents the heart in all of us: the heart of the parent or caregiver, the heart of the service provider, The heart of those who fund, donate, and volunteer. The heart dedicated to the child.
Reach Rebranding the name : process The process for developing a new name followed the criteria guidelines and involved a variety of vested groups. The criteria for the development of a new name included: Exclusion of geographic area Identification of ‘children’ and ‘developmental’ Differentiate from other service and government agencies If an acronym, should have meaning Should not preclude the ages of who we serve and the variety of services we offer Short, catchy, and memorable. The groups involved in the development process included DACD Communications Committee, Working Design, staff, board, and our Focus Group (families, Community Service Workers, Donors)
Reach Rebranding the name. As the process evolved and the logo was finalized a name emerged that everyone agreed reflects the goals and values of the organization.
The name Reach reflects all of the aspects that go into the delivery of services: Children reaching their potential; families reaching goals; community reaching collaboration; funders and donors reaching out to their community; and our organization reaching families’ expectations.
Reach Rebranding the name – slogan.
A critical aspect of the renaming strategy was to maintain DACD’s reputation as a high-quality, professional service agency. To do that we needed to establish a connection between the old name and the new. One way of doing this was to highlight the existing slogan “Believing In Potential.” The slogan “Believing in potential” communicates Reach’s core values. It reflects a promise in the delivery of service and is the foundation of families’ and stakeholders emotional attachment.
The slogan was added as an extension of the logo, reaffirming Reach’s purpose and continued promise to its members.
Reach Rebranding visual identity: images Reach’s visual identity also needed to communicate the essence of Reach through again, emphasizing the child. To maintain integrity and authenticity all photos needed to be of actual children, families and staff in the programs.
Consent was arranged with families, subject guidelines were developed and photo shoots took place throughout all Reach programs.
Reach Rebranding visual identity: images continued
For our main brochure we wanted photo subjects to engage with the audience by looking into the camera, having them take part and ownership in the message being communicated.
For our program brochures we wanted photos that gave audiences an open, inside look at programs in action. Photos were taken of children, staff and families meaningfully engaged in program or service activities.
Reach Rebranding brochure design
Lay-out by Working Design
Brochure design reinforced Reach visual branding, while the layout provided readers with easy access to key information such as program description, benefits of service, program eligibility, referral guidelines and benefits.
Reach Rebranding key messaging.
Plain language principles were utilized in the development of key messaging. Key messages focused on families needs and desires, and demystified clinical terms by using plain language descriptors. Messages emphasized the purpose of service rather than the name of programs. Plain language key messaging was used in all program brochures to provide cohesion and consistency.
Reach Rebranding key messaging: advertising.
Advertising utilized the main brochure messaging: “When your child has development needs, help is within reach”
Messaging is repeated and reinforced in fundraising communications.
Reach Rebranding: donor recognition Donor recognition provided further opportunities to promote the name and logo change. A donor Reach logo pin was developed for donors with donations over $100. The Donor Wall : All donors who make contributions of $500 or more are permanently acknowledged on the donor wall. Five colours of leaves on our donor wall tree recognize giving levels: Platinum $10,000 +; Gold $5000 +; Silver $2500 +; Ruby $1500 +; & Green $500 +. Donor names are permanently etched onto a leaf recognizing their generous contribution in the various giving level. When a repeat donation reaches another giving level the donor name is transferred accordingly.
Reach Rebranding: Reach logo gifts
Logo and name recognition is reinforced through gifts to families, stakeholders, donors and presenters. Gifts include the Reach logo tote bag, Reach pen, travel coffee mug and water bottle. Branded gifts provide further opportunities for marketing in the community.
Reach Rebranding: New name launch and donor recognition party Reach’s new name was launched on April 15th 2008. Reach celebrated with a backyard party inviting staff, board, families, stakeholders and local dignitaries. Over 100 people attended the event including representatives from Community Living British Columbia, The Ministry for Child and Family Development, community service organizations, corporate and individual donors, families and children from the community and local dignitaries. The event included donor recognition, cheques presentation and the donor wall reveal.
Cathy Nidoski, Reach Communications Director 2007-2015 [email protected]
Reach Child and Youth Development Society Rebranding initiative.
In 2007 The Delta Association for Child Development began to look for new ways to make it easier for families to find out about services in their community for their children. Consistent with the strategic business goal to “…ensure
families in the South Fraser region are aware of programs and services, and are not restricted to access by any barriers.”, the organization implemented a rebranding initiative that included the development of a new name, a new logo, new visual identity and comprehensive communications plan.
Reach Rebranding : visual identity: logo To develop a logo that communicated the essence of the Reach organization we knew it needed an image of a child and somehow portray the concept of development; something recognizable and meaningful to those who it addresses. Our thoughts immediately went to the image of a tree as a symbol of growth and development.
Logo rough drafts
Reach Rebranding: visual identity: logo continued With our direction, the design firm Working Design came up with an image that blends the figure of a child with the image of a tree, signifying child development. The heart in the figure represents the heart in all of us: the heart of the parent or caregiver, the heart of the service provider, The heart of those who fund, donate, and volunteer. The heart dedicated to the child.
Reach Rebranding the name : process The process for developing a new name followed the criteria guidelines and involved a variety of vested groups. The criteria for the development of a new name included: Exclusion of geographic area Identification of ‘children’ and ‘developmental’ Differentiate from other service and government agencies If an acronym, should have meaning Should not preclude the ages of who we serve and the variety of services we offer Short, catchy, and memorable. The groups involved in the development process included DACD Communications Committee, Working Design, staff, board, and our Focus Group (families, Community Service Workers, Donors)
Reach Rebranding the name. As the process evolved and the logo was finalized a name emerged that everyone agreed reflects the goals and values of the organization.
The name Reach reflects all of the aspects that go into the delivery of services: Children reaching their potential; families reaching goals; community reaching collaboration; funders and donors reaching out to their community; and our organization reaching families’ expectations.
Reach Rebranding the name – slogan.
A critical aspect of the renaming strategy was to maintain DACD’s reputation as a high-quality, professional service agency. To do that we needed to establish a connection between the old name and the new. One way of doing this was to highlight the existing slogan “Believing In Potential.” The slogan “Believing in potential” communicates Reach’s core values. It reflects a promise in the delivery of service and is the foundation of families’ and stakeholders emotional attachment.
The slogan was added as an extension of the logo, reaffirming Reach’s purpose and continued promise to its members.
Reach Rebranding visual identity: images Reach’s visual identity also needed to communicate the essence of Reach through again, emphasizing the child. To maintain integrity and authenticity all photos needed to be of actual children, families and staff in the programs.
Consent was arranged with families, subject guidelines were developed and photo shoots took place throughout all Reach programs.
Reach Rebranding visual identity: images continued
For our main brochure we wanted photo subjects to engage with the audience by looking into the camera, having them take part and ownership in the message being communicated.
For our program brochures we wanted photos that gave audiences an open, inside look at programs in action. Photos were taken of children, staff and families meaningfully engaged in program or service activities.
Reach Rebranding brochure design
Lay-out by Working Design
Brochure design reinforced Reach visual branding, while the layout provided readers with easy access to key information such as program description, benefits of service, program eligibility, referral guidelines and benefits.
Reach Rebranding key messaging.
Plain language principles were utilized in the development of key messaging. Key messages focused on families needs and desires, and demystified clinical terms by using plain language descriptors. Messages emphasized the purpose of service rather than the name of programs. Plain language key messaging was used in all program brochures to provide cohesion and consistency.
Reach Rebranding key messaging: advertising.
Advertising utilized the main brochure messaging: “When your child has development needs, help is within reach”
Messaging is repeated and reinforced in fundraising communications.
Reach Rebranding: donor recognition Donor recognition provided further opportunities to promote the name and logo change. A donor Reach logo pin was developed for donors with donations over $100. The Donor Wall : All donors who make contributions of $500 or more are permanently acknowledged on the donor wall. Five colours of leaves on our donor wall tree recognize giving levels: Platinum $10,000 +; Gold $5000 +; Silver $2500 +; Ruby $1500 +; & Green $500 +. Donor names are permanently etched onto a leaf recognizing their generous contribution in the various giving level. When a repeat donation reaches another giving level the donor name is transferred accordingly.
Reach Rebranding: Reach logo gifts
Logo and name recognition is reinforced through gifts to families, stakeholders, donors and presenters. Gifts include the Reach logo tote bag, Reach pen, travel coffee mug and water bottle. Branded gifts provide further opportunities for marketing in the community.
Reach Rebranding: New name launch and donor recognition party Reach’s new name was launched on April 15th 2008. Reach celebrated with a backyard party inviting staff, board, families, stakeholders and local dignitaries. Over 100 people attended the event including representatives from Community Living British Columbia, The Ministry for Child and Family Development, community service organizations, corporate and individual donors, families and children from the community and local dignitaries. The event included donor recognition, cheques presentation and the donor wall reveal.
Cathy Nidoski, Reach Communications Director 2007-2015 [email protected]
