Launching New Brand
December 29, 2011
St. Joseph Home just launched a new brand that reflects the vibrant personalities of the people who live there.
Founded in 1873 by the Sisters of Charity of Cincinnati, St. Joseph Home is a residence for 48 children and adults who have severe to profound developmental disabilities. Many local families caring for a disabled child or adult at home use St. Joseph Home’s Harold C. Schott Respite Center for temporary day and overnight care.
The new brand is vibrant, active, creative, and unique. While the nonprofit’s look and colors have changed, the mission has not. “St. Joseph Home remains a sponsored ministry of the Sisters of Charity of Cincinnati, addressing the needs of some of the most overlooked and under-served members of society,” says Michael Rench, President and CEO.
The reinvention of the St. Joseph Home brand involved a year-long process of research, evaluation, and strategic planning. Focus groups and assistance from a professional marketing and design firm were engaged.
The symbol of the songbird was derived from a flame, indicating warmth, guidance, and energy. The songbird itself symbolizes the fragility and beauty of the people served, as well as the voice the Home gives to those who cannot speak for themselves.
Attention to each individual’s medical, social, educational and spiritual needs reveals the uniqueness of each person at St. Joseph Home. By paying close attention to a resident’s facial expression or slightest movements, experienced and caring staff can interpret and help residents express themselves.
“The new tagline ‘Possibility overcomes disability’ sums up the way we see our residents,” says Sister Joan Carole Schaffner, SC, who volunteers at the Home and serves on the Board of Trustees. “They offer us so much more than we might expect – I know I learn something new, or come away with a greater insight on life, every time I visit one of the residents at St. Joseph Home.
Visitors to the Home are welcomed by a cheerful, home-like atmosphere. Residents’ daily activities are fun and enriching. This is not a place of stagnation or sadness. “We wanted our new brand to reflect that,” says Emily Pan, an attorney with Vorys Sater Seymour & Pease, who serves on the St. Joseph Home Board of Trustees. “We wanted a brand message that would convey the affirmation of life you feel the moment you walk in the door.
St. Joseph Home’s new brand launch is accompanied by the release of an all-new website, www.stjosephhome.org, and a new newsletter, Giving Voice.
A new interior design for the Home is being planned for the summer of 2012. Colorful walls, framed family portraits, and murals are part of the plan that will further the message of the new brand.
Donations support St. Joseph Home’s mission, which assures care at a higher level than Medicaid can provide. “We are blessed by a very generous community,” says Renee Russell, Development Director of St. Joseph Home. “But many people are unaware of who we are and what we do. We hope this new brand will help us get the word out.”
Contributions are tax-deductible, and can be made online at www.stjosephhome.org/give.
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