Rebranding for Thompson

THE CHALLENGE

As Thompson grew and expanded their services over the years, their brand started to feel out of sync with who they had become. While the organization had evolved to offer a wide range of services—from early childhood education to mental health and family stability—their branding still reflected the image of a traditional care provider. This disconnect was holding them back from fully engaging new audiences and communicating the breadth of their impact.
Thompson needed a rebrand that would bring their mission and values into sharper focus, appealing to a new generation of donors, foster parents, and volunteers, while still honoring the legacy that long-time supporters cherished. They came to BRK for help in creating a brand identity that could bridge the gap between their rich history and their vision for the future.

THE SOLUTION

Thompson wanted to refresh their brand to reflect the organization they’ve grown into, while still honoring the legacy that’s been a part of their identity for over 100 years. Our goal was to help them tell their updated story in a way that would resonate with both long-time supporters and new audiences.

We started by rethinking everything from the ground up—designing a new logo, expanding their color palette (but keeping the recognizable purple), and developing fresh messaging that spoke to who Thompson is today. The new brand presents Thompson as a modern, forward-thinking organization, one that’s still rooted in its mission but focused on making an even greater impact moving forward.

At the same time, we made sure the rebrand wouldn’t alienate their existing supporters. We crafted messaging that honors Thompson’s history and the work they’ve done in the community, while also showing how they’re evolving to tackle new challenges. The new look and messaging aim to connect with a wider range of donors, foster parents, and volunteers, helping Thompson grow their community of supporters as they continue to expand their services.

THE RESULTS

The rebrand of Thompson Child and Family Focus successfully brought their identity into alignment with the organization’s current scope and future goals. The new logo, color palette, and messaging revitalized Thompson’s image, positioning them as a modern, dynamic leader in child and family services. The integrated marketing campaign launched alongside the rebrand has helped raise awareness of Thompson’s expanded services, attracting new donors, volunteers, and foster parents while continuing to engage long-time supporters.

The refreshed brand has already made a tangible impact, with increased community engagement across social media platforms and a notable uptick in volunteer inquiries and donations. Thompson is now better equipped to communicate the full breadth of their services, and their new identity has allowed them to connect with younger, more diverse audiences while retaining the trust and loyalty of their established supporter base. This rebrand has not only modernized Thompson’s public image but has also set the foundation for continued growth and increased impact across the Carolinas and beyond.