Our New Look Unveiled
The Home for Little Wanderers is excited to share our new brand!
The logo represents not only The Home’s mission of serving children and families, but also our work in the community. It depicts The Home as a strong, competent organization while at the same time embodying growth and sense of security.
The Home partnered with leading branding agency Corey McPherson Nash (COREY) to evaluate our brand strategy and create the new logo and messaging. The goal was to provide a clearer representation of the seamless continuum of services that The Home provides for every stage of child and family development.
“Our research found that there was enormous brand equity in The Home for Little Wanderers’ name, yet many New Englanders did not understand what we do,” explained Joan Wallace-Benjamin, The Home’s President and CEO. “We are not just a single place. In addition to multiple program sites, our staff of more than 600 is providing services in schools, homes, and throughout the community. By launching a new brand, we hope to strengthen the story behind the name as we move into The Home’s third century,”
Our new tagline “Strong families. Strong life.” represents The Home’s increased focus on working with not just the child, but the family as well. And for the many young people in our care who do not have a family, we work with them to build other types of connections, and provide them with the tools they need to develop their own "strong life."
"The astonishing level of programs, services and overall leadership made it easy to capture the heart of The Home’s brand,” said said Christine Klaehn, COREY’s Partner and VP of Brand Strategy. “The result: ‘Strong Families. Strong Life’ is the platform that allows The Home to communicate its vision and excellent work.”
The launch of The Home’s new brand is happening at a very exciting time as we shift operations of our landmark Knight Children’s Center in Jamaica Plain to a renovated campus at Longview Farm in Walpole, including a state-of-the art special education center and new residences. Additionally, we’re expanding our community-based programs across Boston and Eastern Massachusetts.
As we begin this new era, one thing remains the same: our unwavering commitment to helping children and families thrive and succeed.