One solid tradition of service plus one seriously out-dated name equals two big brand identity challenges. 
The Upstate Home for Children and Adults opened its doors in 1925, and over the years became a preeminent residential facility for people with developmental disabilities. Eight decades later, nearly everything about the approach to treating, managing and addressing special needs had changed. Everything but the Upstate Home’s name. 

The Upstate Home for Children and Adults had a venerable history of serving individuals with special needs. But it also had a seriously outdated name and a pressing need for a brand identity that accurately reflected the vital work of the organization.  

In 2005, the organization had decided to change its name to Springbrook and contacted GrafiQa to manage the transition and help launch the new name, which was a secret to the organization’s 600 employees, its clients and the public. The big challenges: Creating a bold new brand identity and launching the new brand in a way that not only satisfied the current employees, clients and supporters, but actually generated new exposure and excitement.

Identity
With 80 years of social service behind it, Springbrook wanted to honor its traditions even as it moved into the future.

With the more generic name, Springbrook needed a tag line that really hit home descriptively. GrafiQa’a creative team brainstormed some three dozen ideas, then honed the best ones into a statement that was right on target: Making the Difference for People with Disabilities for a Lifetime.

The vibrant heart-shaped logo GrafiQa designed pays homage to the Upstate Home logo, which contained a small heart.  Creating the logo was a major piece of the puzzle, as we wanted it to reflect the energy, vitality and transformative nature of  the day-to-day experience at Springbrook. Once we hit upon the design, the rest of the materials – including brochures, stationery, media kits and other print collateral.

Springbrook’s Web site is more than promotion for the organization – it’s a tool for families who may be researching facilities, for current clients and residents’ families, and for the community. Program specifics, an employment page, newsletter archives, a simple online donation page and an array of beautiful and heartwarming photos make the site a nimble resource.

Launch
To launch the new name and updated brand identity, Springbrook scheduled an unveiling ceremony. GrafiQa managed all the promotional materials, and we included a video about the name change on Springbrook’s Web site.

Since the launch, Springbrook’s word-of-mouth exposure in the surrounding community has increased exponentially. The organization’s fundraising efforts have netted millions in new revenue, and a $21 million expansion is underway.