For more than 165 years, JFS Richmond (Jewish Family Services) has provided exceptional guidance and support to individuals and families of all ages, faiths and income levels. Despite this longevity,many are unaware of the full range of quality services this respected nonprofit organization provides.
“That’s precisely why a rebrand was in order,” said newly-appointed Chief Executive Officer Wendy Kreuter. “Our focus has been on serving the community, rather than actively promoting what we do. It was time to invest in a solid strategy and update our look and messaging to increase awareness of our offerings, improve our visibility and ultimately help more people.”
For the rebranding effort, JFS Richmond partnered with EVERGIB, a local creative studio specializing in branding, advertising and design to work closely with key personnel and its board of directors. The phased marketing plan covered the development of a new brand positioning, logo, visual identity system, messaging, website and marketing materials.
“We are thrilled with the outcome,” says long-time board member Kathleen Kennedy. “The rebrand reflects our organization’s evolution and truly embodies the warm, welcoming spirit of JFS.”
The rebrand identifies JFS Richmond as the city’s most established nonprofit resource for care, counseling and adoption. While it will still be known as JFS and Jewish Family Services, JFS Richmond was chosen as the official name to emphasize its commitment to the local community.
The revamped logo features the name in a modern type, alongside the organization’s three programs, which are visually represented as colors in the icon of the new logo. The “triad circle” is comprised of three overlapping circles representing Care, Counseling and Adoption. The visual overlap symbolizes joining and coming together (programs and people) and creates shapes that are both calming and uplifting. The negative space allows for an upward pointing arrow, a nod to the hope JFS Richmond brings to its clients and the community.
The colors were strategically chosen as well with Care (orange) symbolizing strength and encouragement, Counseling (blue) associated with healing and understanding, and Adoption (green) linked to growth and harmony. Compared with the former logo made up of primary colors, the new color palette offers a more elevated, contemporary aesthetic.
There were several rounds of creative review before the final logo was chosen. “We believe the circle is the perfect symbol of JFS Richmond as it reflects our mission to serve people from birth to later in life,” says Kreuter. “We hope when clients see our new logo, they feel a sense of comfort, support and optimism.”
In addition to the logo and visual identity system, new messaging was created with a more conversational tone of voice. Compelling headlines speak to emotional benefits and help paint a clearer picture of JFS Richmond and its services.To further support the new positioning, the tagline, “Transforming lives, strengthening our community” was also developed.
“We really do help people through every stage of life,” said Sydney Fleischer, who has served as chief operating officer at JFS Richmond for over 25 years. “Many end up relying on us in ways they weren’t expecting. For example, an adult who needs care management for an aging parent may also seek out counseling for themselves down the road.”
This integrated services approach is a unique aspect of JFS Richmond, where comprehensive programs for a variety of needs can be found all under one roof. The Greater Richmond Age Wave recently reported that in the next 20 years, for the first time ever, adults age 60 and over will outnumber those under 20 in the community.
“There will be an even greater need to provide support and resources to these individuals in the coming years.” said Kreuter. “Knowing this, the rebrand was an essential part of our outreach in order to increase awareness of everything we offer.”
The new look and messaging carries over into marketing materials, as well as a responsive website featuring a simplified user interface and streamlined navigation. Visually rich content highlights a diverse community, reflecting JFS Richmond’s passion for helping all people regardless of age, race, religion, gender, sexual orientation or income level. The website also features a convenient payment system for those wishing to make quick, easy donations on-line to support the organization’s ongoing initiatives.
“JFS Richmond is a tremendous asset to the community and we were honored to collaborate with their team on the rebrand,” says Rachel Scott Everett, Creative Director at EVERGIB. “When you believe in what your client is doing and have a great relationship with them, it makes for the best creative work.”
Despite all the new changes, one thing will stay the same: a dedication to building a stronger, healthier and happier Richmond.
“The rebrand has allowed us to set the groundwork to help even more people in the years ahead,” said Kreuter. “We’re excited to re-introduce ourselves to a community we have proudly served since 1849. There’s a bright future ahead.”