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Joya Child & Family Development Rebrand

CASE STUDY 

AS A NON-PROFIT ORGANIZATION THAT SERVES CHILDREN AGES 0–3 WITH DEVELOPMENTAL DELAYS AND DISABILITIES, Spokane Guilds’ School & Neuromuscular Center has been a treasure in our community for over 60 years. But as years of expansion culminated with new services, a new facility and a refreshed mission statement, the Guilds’ School saw opportunity to reintroduce the community to the organization with a refreshed identity.

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This process started with research — after we helped Guilds’ School complete a staff survey, a series of Insight Interviews, focus groups and industry landscape research, it was clear the organization had a choice with their identity moving forward. They could focus on their unique clinical services, or the human impact those services have. With their compassionate mission to help so many families regardless of their situation, Guilds’ School knew their human impact was at the core of their identity and needed to be brought to the fore.

We guided Guilds’ School through a holistic rebrand including a new name, new messaging platform and visual identity system. The organization’s identity needed to reflect the joy, positivity, care and experience that their staff delivers to children and families. The name also needed to better articulate Guilds’ School’s mission and capture the organization’s expanded focus.

Inspired by the word “Joy,” the name “Joya” has roots which mean “jewel,” “gem” or “treasure,” like the children the organization serves. Each child is person to be discovered, revealed and treasured — and cherished for unexpected beauty and joy. The name is friendly,

approachable and easy-to-remember. The logo matches this positivity as it breaks through the clouds with hopeful colors and a simulated smile in the “Y.”

The rebrand also emerged through the organization’s new website. The site places emphasis on conveying a sense of joy through the user experience and the positive energy that families experience at Joya.  

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“A lot of parents come to us, having only been told what their child can’t do. Joya helps them realize everything they can do. Our new brand is a reminder that no matter what, children should be treasured and their lives filled with joy and possibility.”

– Dick Boysen, Executive Director at Joya Child & Family Development

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With the brand set, we helped Joya plan for the rollout with a communications campaign that included a grand opening at their new facility, targeted digital media and media relations with local print and broadcast stations.

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Take a look at some of the fantastic coverage:

We’re excited to see Joya continue to expand services and improve more lives across our region. After this reintroduction to the community, momentum is on their side to continue growing as a vibrant part of Spokane.

Read more about Joya’s new brand on their new website.

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