New brand identity aimed at positioning the organization for
long-term impact on Frederick
FREDERICK, Md., April 25,
2024 /PRNewswire-PRWeb/ -- The Religious Coalition, a
nonprofit dedicated to preventing and alleviating the effects of
poverty on the residents of Frederick
County, today announced that after 43 years, the
organization has undergone a rebrand and will be known as Beyond
Shelter Frederick moving forward.
Nick Brown,
Executive Director, Beyond Shelter Frederick, states, "Our name may
have changed, but the reason we exist, the mission to help those in
need, and our commitment to this amazing Frederick community will not alter and will
not waver."
The genesis for the rebrand is the organization's desire to
better convey who they are, the scope of what they do, and the
breadth of who they serve. Since The Religious Coalition's
inception, the organization has grown significantly, evolving its
services to address the changing needs of the community. By
utilizing a name that openly states that they go 'beyond shelter,'
the organization is able to create a dialogue about their wide
range of services, which have expanded to include programs
supporting people as they move beyond crisis and regain control of
their lives.
In addition to more adequately describing the support the
organization provides, the updated brand will also help create a
distinct presence for it in the Frederick community, alleviating any confusion
or perceived overlap in services with local organizations. And most
importantly, the new name's positioning of inclusivity will allow a
broader audience of clients to comfortably engage with the
organization.
After almost half a century as The Religious Coalition, a
rebrand was not taken lightly. The organization's Executive
Director, Board of Directors, and a segment of their leadership
team spent two years conducting a wide-ranging review of the
organization's perception, identity, and brand and ultimately
determined that now was the time to make a change.
"It's important to understand that our clients' journeys do not
end at a shelter bed. This is a detour in their lives that allows
us to provide respite and recovery on their way back to
self-sufficiency and independence," said Nick Brown, Executive Director, Beyond Shelter
Frederick. "Our name may have changed, but the reason we exist, the
mission to help those in need, and our commitment to this amazing
Frederick community will not alter
and will not waver."
For those familiar with the organization, the name Beyond
Shelter will ring familiar as it was the naming convention for the
most successful capital fundraising campaign in the nonprofit's
history. Now, they are embracing it as much as a marching order as
it is an ideology. This service-centric designation not only
recognizes the far-reaching impact of the group's currently offered
programs, but also leaves the door open for the team to continue to
develop new lines of programming as the community's needs continue
to evolve.
When it came to the visual identity of the new brand, the team
moved away from its bright green and purple to incorporate colors
like navy, orange, and gold in their new logo and design elements.
The logo, color scheme, and font were all chosen carefully to
represent the respectful and compassionate nature of the
organization, while remaining accessible to all.
The path-like icon was also incorporated to better illustrate
the organization's new missional tagline: Illuminating Paths to
Hope. Creating a pathway that is also reminiscent of a sunburst was
an intentional choice to further convey the idea that Beyond
Shelter leads its clients forward towards a brighter future.
The Religious Coalition revealed their new identity to community
partners, elected officials, and more on the evening of
Tuesday, April 23rd during a
celebratory event held at the Delaplaine Arts Center. Guests
gathered for the official unveiling of the organization's new name
and visual identity accompanied by remarks from their Executive
Director, Nick Brown, and
City of Frederick Mayor,
Michael O'Connor, who discussed how
humbled he is to work alongside great community partners like
Beyond Shelter Frederick and presented Brown with a certificate to
mark the occasion.
"This is a transformational opportunity for our community to
look at what it needs, to go beyond the basics, and to build a
community for everyone," said Mayor Michael
O'Connor during his remarks. "And so I want to congratulate
Nick and his team on the work that they do everyday to make our
community a better place."
The rollout of the new brand identity will continue throughout
the year as the organization's digital platforms, informational
materials, signage, and more are updated to bear the name Beyond
Shelter Frederick.
About Beyond Shelter Frederick:
Beyond Shelter Frederick, formerly known as The Religious
Coalition, was formed in 1981 when a group of congregations and
other community leaders came together to address the challenges of
homelessness and poverty in Frederick
County. Once known exclusively for emergency shelter
services, our efforts to prevent and alleviate the effects of
poverty in Frederick County have
since expanded into financial assistance and support for rental,
utility, and healthcare costs. Today, after more than four decades,
Beyond Shelter Frederick remains the primary resource for people in
Frederick County who are
experiencing homelessness and poverty. Learn more at
bsfred.org.
Media Contact
Eve Butt, Postern, 610.761.2558,
eve@posternagency.com, https://bsfred.org/
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