Easterseals Massachusetts embraces a renaissance with new look and vision
“We make profound, positive differences in people’s lives every day with our personalized programs and services that are constantly responding to the evolving unmet needs of people in the state”
Paul Medeiros & Michael Oxton all smiles as they pose at Connect 4 A Cause 2018 during rebranding roll out.
For 75 years in Massachusetts and 100 years nationally, “Easter Seals,” or now “Easterseals” has been changing the way the world defines and views disabilities with innovative programs and legislative advocacy. “We make profound, positive differences in people’s lives every day with our personalized programs and services that are constantly responding to the evolving unmet needs of people in the state” said Easterseals President & CEO, Paul Medeiros. This vision statement is broad to emphasize larger social concepts that Easterseals is responsible for such as breaking down inclusion barriers with innovation, dispelling stereotypes, and emphasizing the concept of potential through unique programs and services that empower children and adults with disabilities.
Because Easterseals is so comprehensive in many areas of disability service, they admittedly struggle for a simple brand identity. An organization like Special Olympics is ubiquitous with the concept of disability because they have a narrow, yet recognizable scope of service. Ultimately, Easterseals determined that the complexity and reach of their programs can be captured by simply focusing on real positive outcomes in children’s and adult’s everyday lives.
While Easter Seals Massachusetts greatly cherishes its rich history and famous lily pad logo, Easterseals Massachusetts recognizes that the world has changed significantly since 1919, when Edgar Allen started Easterseals, the first non-profit to officially support children with physical disabilities. Despite its rich history, Easterseals Massachusetts is still relatively unknown by the public, they are a sort of an unsung hero when it comes to disability, services, advocacy, and community engagement. In 2018, the challenges in the disability community are more complex and to respond to these important shifts and re-introduce the organization to the public in a clear, more modern way, Easterseals has embarked on a brand renaissance.
The new look is in the form of a brighter and sleeker logo, which utilizes a bright burst graphic to represent a burst of sunshine, rays of hope, and the support of an entire community. “Our look may change, but our commitment to providing services for people with disabilities to fully live, learn, work, and play within their local community stays strong. We remain the vital resource for people with disabilities, veterans, caregivers, and families.” The fresh new brand is taking hold and you’ll see it on our website, social media, signage, and with hundreds of clinicians across various program locations throughout the state said President, Paul Medeiros.
Easterseals is extremely excited to officially roll out their new branding and vision statement on Nov 7th at their annual “Connect 4 A Cause” event with powerhouse brewery, Night Shift Brewing. Michael Oxton, Co-owner of Night Shift and executive board member of Easterseals MA, said the brewery is all about community engagement, so they were delighted to host a networking and awareness event for the non-profit.
This rebranding is not merely an attempt to look different, the rebranding is part of an attempt to further energize our long-time supporters and inspire a new generation of friends said Marketing Director, Alex Dunn. Easterseals Massachusetts has created an undeniable and incredible scale of impact in the last 75 years, but its most loyal constituents are ready for a new generation to participate in leadership. This new logo and broader brand voice hopes to capture the earnestness of younger generations so that inclusion for people with disabilities is leading social movement.
