Rebranding A Vital Healthcare Services Organization
Pillar Care Continuum
Cerebral Palsy of North Jersey (CPNJ) was founded in 1953. Today, serving more than 1,500 families, the agency assists an increasingly diverse population (beyond cerebral palsy) across its Early Intervention Program, Schools, Group Homes, Community Therapy and Adult Training Centers. Given this diversity, there was a pivotal question being asked – does CPNJ’s brand align with its business strategy?
After years of internal debate, and more than 65 years as CPNJ, leadership and Board entrusted and engaged Trajectory to guide the organization in determining if now was the time to rebrand. And if so, to guide the initiative. Following an extensive brand and marketing audit – and enlisting people across different key stakeholder groups to believe and buy-into what was possible for the organization – it was determined that it was the right time to rebrand CPNJ.
Ultimately, by being objective, building bridges, showing empathy, and continually going back to the evidence, we came away with a healthcare rebranding result that everyone is proud of – resulting in an organization rebranding to Pillar Care Continuum. It’s a brand that better reflects the purpose and story of this long-standing organization, and a brand that both insiders and outsiders embrace and are rallying behind.
- Discovery Brand Audit: Landscape, Organization, Audiences, Competition
- Leadership/Board Sessions
- Rebranding Business Case & Roadmap
- Naming, Logo & Tagline
- Visual Identity System
- Brand Guidelines