The Center for Human Development (CHD) is proud to launch its new brand today, presenting a fresh look and statement of its mission and values as it celebrates its 50th year of serving people, families, and communities across western Massachusetts and Connecticut.
“As our agency continues to develop new services to meet community needs, and to compete for and retain the very best and most dedicated staff, it has never been more important to present our organization and our values in a compelling, attractive and contemporary way,” said Jim Goodwin, president and CEO of the human service agency, the largest in the region. “Today we introduce to the world our new CHD brand, with a colorful and engaging new logo and color palette and a new tagline that truly represents the grit, compassion and resolve we bring to fulfilling our mission every day: Care Finds a Way.”
Included in the new materials is a new logo—based on the symbol of the chambered nautilus shell, a powerful metaphor for personal evolution—and a warmer, more organic color palette. Along with the new brand, the agency has produced a new video that depicts the stories of an employee as well as a person whose life has benefitted from CHD services. “The video really captures the power and compassion of the services that our nearly 2,000 caregivers provide in so many communities in western Mass. and Connecticut,” said Ben Craft, CHD’s vice president of Community Engagement. “We believe it will not only help more people find the support and care they need, but also attract new and dedicated staff to bring our mission and values to life.”
CHD worked with Connecticut-based creative agency Cronin on the brand redesign, a continuation of a standing partnership that began in 2018 with the upgrade of CHD’s website.
“We are facing unprecedented competition for workforce talent and a rising level of community need,” said Craft. “Our new look and presentation of our values position CHD to lead the way in providing compassionate, resourceful and innovative care and support to thousands of people and families every year.” As part of the launch of its new brand, CHD provided new sweatshirts bearing the logo for its employees. “We are delighted that our amazing workforce are wearing our new colors with pride,” said Craft.