Prescott AZ (October 2, 2018) – Yavapai Big Brothers Big Sisters, along with more than 270 Big Brothers Big Sisters affiliates across the country, unveiled a new, modern look and brand repositioning Monday, Oct. 1, with a goal of recruiting more diverse volunteers.
“The need in Prescott for young people to have a role model is more urgent than ever,” said Juliana Goswick, President/CEO of Yavapai Big Brothers Big Sisters. “To attract more volunteers of all generations, we needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with mentors.”
Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff, and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters. The organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child. The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child’s potential, and our role as adults in helping children achieve their best possible futures.
“In our community, we know that youth are facing numerous challenges. Our organization’s new brand is designed to help us ensure we can serve more children in Prescott by recruiting more volunteers,” said Goswick.
The brand repositioning and new look are just the beginning. In the coming year, Yavapai Big Brothers Big Sisters will transition to a new, modern, nationwide technology system, participate in new training, and use the new positioning to refocus efforts on recruiting local volunteers.
Learn more about the new brand positioning, the logo or messaging, or how to get involved at azbigs.org or bbbs.org/bigpotential. Share the new look and follow updates on Facebook and Twitter using #BBBS and #YBBBS.
The Story of the New Logo
- The lines in the mark make a little “b,” and the green lines connect to create something bigger, a capital “B.”
- It is a powerful symbol of the real-life match that creates a whole greater than the sum of its parts, and the ongoing, powerful relationships between Big Brothers Big Sisters affiliates, parents/guardians, the Bigs, and the Littles.
- The electric green color signals change, and the color tested well among key demographics.
- The organization has always heard from our local Bigs that they learn and grow as much from the Littles as the Littles do from them. That’s why the representation of the little “b” in the mark is so important.