Northern Rivers Family of Services is a notfor- profit organization that is the parent organization to Northeast Parent & Child Society and Parsons Child and Family Center. It is a family of human service agencies who work together and are committed to helping children, families, and adults. They provide opportunities to help change lives for the better.
In 2012, Northern Rivers was developed to centralize and coordinate services to avoid duplication of effort between the two agencies for cost savings and efficiency purposes. At that time, a basic brand platform was developed. However, in 2015, it was time to evolve and expand the existing brand platform to create a united, more cohesive and consistent brand for all three organizations.
We completed research encompassing clients, employees, stakeholders and community members to learn as much as possible about the three organizations. We needed to understand the organizations, learn about their competitors, and discover the key points of difference. We then developed an organizational positioning statement, presented graphic and tagline options, and recommended that one universal logo and tagline - “Life Changing Care” - be adopted to reflect the exceptional depth, breadth and quality of services offered.
Rueckert Advertising & Public Relations built the brand on a solid foundation to help in three key areas: organizing Northern Rivers and its affiliates around a consistent and central messaging theme; setting the standard (i.e. look, feel, messaging) for all future communications; and, unifying the organization — aligning all agencies toward the same goals.
The new brand reflects who they are, what they do, and most importantly, where they are going – together.