6.
Branding Initiative “Restoring Faith and Family For their Future”
A
s we began to settle into our future direction, the Executive Council felt like it was the right time to initiate a renewed, relevant, and refreshed brand. Connie Maxwell has changed its logo and identity several times during its history. In most cases, these changes reflected a better alignment of who we are based on the services and programs offered. In 1947, Connie Maxwell Orphanage was changed to Connie Maxwell Children’s Home because we were no longer serving orphans exclusively. Just like history reveals, continuous changes with the breakdown of the family in society, damaging addictions, and paralyzing trauma have intensified our need to expand services and focus on healing and ministry in a whole new way. For instance, our Family Care program, which focuses on single mothers, has broadened our ministry to meet family needs beyond just children. The need to provide preventive services have become more prevalent in today’s society. Similar to Jamison and Smith, Connie Maxwell continues to reflect ever-changing needs, so our logo and name need to represent our identity and mission more clearly. In response to these changes, we hired a Christian consulting group out of Texas (AM Agency) to conduct a branding process that engaged all constituencies in creating a logo/ identity that more accurately reflected who we are and who we will become. In October 2019, the Board of Trustees, staff, Alumni Board, and leaders from the Greenwood community participated in several days of focus group conversations to explore their ideas concerning the renewal of our name, message, identity, and logo. Several weeks
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