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, does CPNJ’s brand align with its business strategy?


After years of internal debate and more than 65 years as CPNJ, leadership and Board engaged Trajectory to determine if now was the time to rebrand. And if so, to guide the initiative. Outcome of the rebranding is a new Pillar Care Continuum brand that better defines the organization; and a staff, leadership team and Board who fully embrace the opportunity to steadily evolve.


  • Discovery Brand Audit: Landscape, Organization, Audiences, Competition
  • Naming, Logo & Tagline
  • Leadership/Board Sessions
  • Visual Identity System
  • Rebranding Roadmap
  • Brand Guidelines
  • Naming Strategy Brief

Celebrating the organization’s diversified populations, wrap-around services and life-long support for people with disabilities.




We could never have reached this point without all of your guidance and support. Thank you for all your help!


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