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For Immediate Release

Easterseals UCP launches revitalized brand, ready to take on disability together

Introducing a new brand through revamped logo and messaging

RALEIGH, N.C., June 17, 2016

Media Contact:
Susan Mchabcheb

Cindy Martin

Easterseals UCP (formerly Easter Seals UCP), the indispensable resource for people facing today’s disabilities, launched its rebrand today. The new brand strategy, backed by over two years of analysis and research, debuted over Easterseals’ digital channels with the introduction of a new name, logo design, color and tagline.

“We are excited about our reenergized brand.  Easterseals UCP has been helping people with disabilities and mental health challenges since the 1940’s; but our passion and commitment have always been high energy.” said Luanne Welch, CEO, Easterseals UCP North Carolina and Virginia.  “Our bright new look represents our commitment to the 22,000 people with disabilities and mental illness and the families who love them here in North Carolina and Virginia.”

The rebrand responds to the evolution of disability in the 21st century—a cause going beyond the physical to include invisible, emotional, social and educational challenges. As Easterseals UCP progressed—expanding in scale and scope to meet new and emerging needs in communities—public awareness became less distinct and visible. The new brand addresses these important shifts by bringing clarity to the crucial services Easterseals UCP provides across the lifespan. 

Meet the revitalized Easterseals:

  1. Name: The reimagined, single name works to strip away the public’s misperception around “Easter” and “Seals” while paying tribute to the organization’s legacy.
  2. Logo: The new logo speaks to Easterseals’ actions and unified voice. Intentionally all lower case, each letter is crafted to be open, accessible, readable, distinct—a visible expression of a commitment to be personal, honest, determined and local. The new design around the name appears as rays of light, hope, sunshine, radiating out from the “e.” The deliberate grouping of circles in the new logo symbolize our breadth, our scope, our network, our communities, our individuals served, all coming together to take on disability.
  3. Tagline: Taking on disability together links Easterseals to its cause--disability--and establishes an active call-to-action for others to join. It represents a brief distillation of the organization’s refined purpose: To change the way the world defines and views disabilities by making profound, positive differences in people’s lives every day.
  4. Color palette: Orange and yellow convey a personality that’s informal, warm and engaging, and exudes confidence and fearlessness—all traits others use to describe Easterseals. 

Easterseals UCP will continue to change lives one day at a time.  Caitlin, age 24, of Wake Forest, NC, came to Easterseals UCP looking for independence and a job.  The Employment Services team went right to work and found the right fit at a local Walgreens. “I love my customers. I had a conversation with a woman that really moved me.  She broke down in tears because for a long time I was the only one that had shown her kindness,” said Caitlin.  “People may think we don’t make a difference, but you never know how a kind word or smile can go so far to changing someone’s life. I am so blessed to have this job.”

After months of dedication and working with Jalea, age 2, who was born with spina bifida, a condition that affects gross motor skills, she has increased her independent steps.  Jalea’s progress at the Easterseals UCP Dorothy Spainhour Child Development Center in Fayetteville, NC has increased her self-esteem and her mobile independence.

Every day, small miracles take place at Easterseals UCP -- changing the lives of families coping with disabilities and mental illness. 

Join us as we take on disability together. Visit www.eastersealsucp.com for more information.

About Easterseals UCP:

For 75 years, Easterseals UCP has been the indispensable resource for people and families challenged by disability.  Now, as America faces a broad range of new issues we make a major, positive, life-changing difference in the lives of people and families challenged by today’s disabilities.  The work we do every day in our communities in North Carolina and Virginia are redefining disability for the 21st century. 

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