All For Kids (formerly Children’s Bureau) was often confused with a government agency. It was looking to differentiate itself in the nonprofit space, form deeper relationships with all its stakeholders, and drive thought leadership around its compassionate, collaborative approach to preventing child maltreatment.
We First worked in close collaboration with leadership and the marketing team to refresh the brand including its purpose, mission, vision, positioning, voice, and values culminating in defining a cultural conversation that it was uniquely qualified to lead. This conversation focused on the concept of Positive Prevention which championed the shared responsibility, proactive practice, and constant connection with local communities that would distinguish its innovative programs, services, and support. Finally, We First led a brand renaming process and designed a fresh brand identity for a new name – All For Kids – that invited partnership with families, kids, and communities to create a world where children are safe to grow.
The work continues with All For Kid’s executive leadership and communication teams to integrate the brand refresh across all departments as it officially launched in July 2024. Through multiple training sessions, All For Kid’s teams were empowered to run with the strategy and upgrade their multiple work streams. The new strategy now embodies the organization’s leadership in child safety and community well-being while representing its leadership role within the wider stakeholder community.
RON BROWN, PRESIDENT & CEO
We First has done extraordinary work in rebranding the Children’s Bureau of Southern California to All For Kids. This was the first major rebranding effort in 40 years, involving numerous audiences connected to our nonprofit. Throughout the process, We First was available and flexible with changes, listening to our needs and understanding our goal to stand out in a crowded field. They developed a solid brand strategy that will serve our organization for years to come, and the new brand identity truly represents our mission in a positive light. Their outstanding work, genuine care, and thoughtful partnership have made it a privilege to work with them.
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