Children, Youth, and Family Services (CYFS) of Central Virginia was often mistaken for a government program. The organization’s name was lengthy and (dare we say it?) dowdy—a challenge to outreach, communications, and fundraising. When the Board determined it was time to streamline CYFS’s name and freshen its market presence, it turned to its capable Executive Director and leadership team, who then turned to us!
Truly a collaborative journey, the process of rebranding began with discussions about mission, role, and benefits to children, their families, and the community. Brainstorming (and many trips to the Thesaurus!) resulted in a dozen or more viable options. The CYFS team then solicited feedback from key stakeholders—an important step in ensuring “buy in” for both the process and the name change itself.
THE GOAL WAS TO MAINTAIN THE FLAVOR OF THE ORIGINAL WHILE BREATHING NEW LIFE INTO A MORE UNIQUE VISUAL PRESENCE.
The new name ReadyKids says it all: this organization is friendly, informal, and focused on programs and resources that get kids ready for life’s challenges and opportunities.
“What we are about as an organization is getting kids ready. Ready for relationships. Ready for learning and ready for life. And the new name gave us an opportunity to state that right up front," said Jacki Bryant, Executive Director, ReadyKids [Source]
With a new name comes a new logo. Designer Stephen Burden chose a lively color palette to reflect the vibrancy of the organization and its focus on children and youth. The logo's typeface is spirited and inviting, introducing ReadyKids as a fun, educational space where the community is welcome.
"The goal was to have the identity mark maintain the flavor of the original while breathing new life into a more unique visual presence,” said Stephen Burden, Ivy Group designer. “The chosen logo solution was a wordmark treatment that is bold, extremely legible at all sizes, and playful."
"IT'S FUN TO SEE HOW THE ORGANIZATION IS REALLY EMBRACING ITS NEW NAME AND LOGO. AND ALLISON AND HER TEAM HAVE DONE A GREAT JOB WITH THE BROCHURE TEMPLATES!” – SISKA MATIUK, PROJECT MANAGER
To support the new name and logo, The Ivy Group designed a full array of promotional materials, including a stationary suite, complete with business cards, letterheads, and brochure templates. The brochure templates offer ReadyKids the flexibility to produce new marketing materials in-house while maintaining a professional look and brand standards.
“It’s an old truth that bears repeating—the medium must be the message—and the lively new ReadyKids is a great example of just that,” said Pam Fitzgerald, Managing Partner, The Ivy Group
The new brand’s playful typeface and color palette were rolled out in a series of targeted brochures, a new website, T-shirts, signage, and many more. This project was a joyful and collaborative adventure, and we were so proud to be part of its success.
Thanks to Jacki Bryant, Allison Henderson, Sasha Green, and the rest of the wonderful team at ReadyKids for working with us.
Based in Charlottesville, ReadyKids works with families throughout Central Virginia to ensure that every child in our community is Learning Ready, Relationship Ready, Life Ready, and has a future rich with possibilities. To fulfill its mission of "opening doors to bright futures for kids," ReadyKids offers counseling, family support, early learning, and child care quality educational programs.
Learn more about ReadyKids at readykidscville.org or visit their Facebook page.
Category: Brand Work
Tags: Charlottesville, design, logos, nonprofits