Our new brand identity is designed to position our organization to have a long-term impact on Frederick County residents.
After 43 years as a religious federation, the organization has undergone a rebrand and will now be known as Beyond Shelter Frederick.
The origins of the rebrand are our desire to better communicate who we are, the scope of what we do, and the scope of those we serve. Since The Religious Coalition’s founding, the organization has grown significantly and evolved its services to meet the changing needs of our community. By leveraging our name, which proclaims “Beyond Shelter,” we are able to generate dialogue about our wide range of services. The service has expanded to include programs that help people overcome crises and regain control of their lives.
In addition to better describing the support we provide, the updated brand also helps create a clearer presence for us within the Frederick community, reducing confusion and confusion in our services with local organizations. Reduces the feeling of duplication. And most importantly, the inclusivity positioning of our new name will allow a broader range of customers to feel comfortable engaging with our organization.
After nearly half a century as a religious federation, the rebranding was not taken lightly. Our Executive Director, Board of Directors, and portions of our leadership team spent two years conducting an extensive review of our organization’s perception, identity, and brand, ultimately deciding now was the time to make a change. I did.
“It’s important to understand that our clients’ journeys don’t end with a bed in a shelter; this is a detour in their life, and we help them rest on their way back to self-sufficiency and independence.” and recovery,” said Nick Brown, Executive Director of Beyond Shelter Frederick.
“Our name may have changed, but our reason for existing, our mission to help those in need, and our commitment to this great Frederick community remains the same and unwavering. .”
For those familiar with the organization, the name Beyond Shelter will be familiar as it was the naming convention for the most successful fundraising campaign in the nonprofit’s history. Now we accept it as much as an ideology as much as a marching order. This service-focused designation not only recognizes the broad impact of the programs currently offered, but also opens the door for our team to continue developing new programs as community needs continue to evolve. I’ll leave it as is.
In terms of the new brand’s visual identity, we have moved away from the bright greens and purples of the past, incorporating colors such as navy, orange and gold into the new logo and design elements. The logo, color scheme, and font were all carefully chosen to express the respectful and caring nature of the organization while remaining accessible to everyone.
A road-like icon has also been included to better illustrate our new mission tagline, “Lighting the Path to Hope.” Creating a pathway reminiscent of sunshine was an intentional choice to convey the idea that we won’t stop until our customers move forward towards a brighter future.
The rollout of the new brand identity will continue throughout the year, with updates to digital platforms, informational materials, signage and more, including the addition of the Beyond Shelter Frederick name.
We appreciate your continued support and invite you to join us in our Beyond Shelter efforts.
