When Raising Special Kids came to us, they had decades of trust under their belt – and a name that no longer reflected the full scope of who they were or what they offered.
Now known as Encircle Families, this statewide nonprofit supports families of children with disabilities by helping them navigate systems of care, access resources, and find community. Their rebrand wasn’t just a new name or logo – it was a full-circle moment that honored their legacy while creating space for what’s next. After all, a well-crafted brand can build trust, improve fundraising, and increase visibility.
Here are 5 key lessons from the process.
1. Your brand is how people feel when they engage with you.
The team at Raising Special Kids was already doing powerful work. But the name often confused families, limited their visibility in policy spaces, and felt outdated. Our first step was clarifying their identity – who they are, who they serve, and the change they’re creating.
Javelina’s POV: Effective changemakers understand their why, their goals, and who they’re trying to reach – and tell stories driven by all three.
2. Rebrands work best when they’re deeply collaborative.
This wasn’t a top-down process. Staff, families, and board members were involved every step of the way – from refining the brand persona to stress-testing name ideas. That community ownership helped the final brand feel like home.
3. A name can open doors – or close them.
“Raising Special Kids” centered the idea of the child – but not the entire family. It also leaned on language that didn’t resonate with today’s families. Encircle Families expresses inclusion, wholeness, and care – without needing to be explained.
From the client team: “We loved the idea of a name that surrounded families – like a hug, like community, like connection.”
4. Your visual identity should match your message.
The new brand needed to feel kind, clear, and confident. We paired a modern, friendly wordmark with a soft, approachable icon and a fresh color palette. The result feels affirming and trustworthy – just like the organization.
5. Your rebrand is the beginning, not the end.
Encircle Families didn’t stop with a new name and logo. With a clear brand narrative, messaging guide, and launch plan in hand, they’ve started rolling out the new brand across their programs, partnerships, and digital presence.
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Feeling inspired?
Whether you’re considering a rebrand or just wondering if your name still fits, the Encircle Families story is proof that it’s worth asking the big questions. The right brand can help you reach more people, grow your impact, and tell your story more powerfully.
Curious what your brand is communicating – and what it could say instead? Let’s talk.
