Hamilton County Job and Family Services has re-branded, focusing its messaging on the heart of what it does: supporting families and changing lives.
Established in 1947, JFS helped Hamilton County families and children for nearly 75 years. The agency protects children and the elderly, helps families with food, medical or child-care assistance, ensures children receive child support and helps the unemployed find jobs.
“Our agency has literally changed lives,” said JFS Director Moira Weir. “We don’t want those moments to get lost in the red tape of government. Our brand is not municipal; our brand is about supporting families and changing lives. Our brand is a collection of experiences, touchpoints and people. They all form a bridge, a trusted support system, connecting Hamilton County residents to a better place. Everyone needs help at some point in their lives. We are that help.”
Formerly known by names such as Hamilton County Welfare Department and Hamilton County Department of Human Services, the agency has been known as Job and Family Services for the past 20 years. As the agency worked with The Katalyst Group to define its role in the community, it discovered most know it as simply “JFS.”
The brand mark became “JFS” in different colors:
- Purple to signify quality and wealth – a
Hamilton County resident might find a path to improved income through
employment and other JFS assistance.
- Blue to represent trust and loyalty – Hamilton
County families are in good hands when turning to JFS.
- Yellow represents optimism – Hamilton County children and families get a fresh start after turning to JFS.
These colors also have alternate meanings in the JFS world: purple is the color of elder protection, blue is the color of child protection and yellow represents the “new day” residents receive when being involved in the agency’s myriad of other programs.
The agency’s brand research also found many families whose experience with JFS felt like the agency provided them a bridge to a better place. They talked of the agency being a bridge to other resources.
Weir said that speaks to the thousands of employees who have worked at the agency since 1947 and their commitment to helping people find a better tomorrow.
“Throughout our nearly 75-year history, many programs provided a helping hand,” Weir said. “Many people offered a smile and shoulder to lean on. Many resources were gathered to build that needed bridge. All were done with one goal in mind: supporting families and changing lives.”
The re-branding comes as JFS transforms in other ways. Weir, who leaves to become the CEO of United Way of Greater Cincinnati later this month, initiated the rebranding effort in 2019 along with an organized commitment to improve customer service and a dedicated effort to become a more inclusive, equitable organization, both with employees and customers.
“We really have built our future on what we are calling our three pillars: branding, customer service and equity,” Weir said. “This is embedded in our organization and will continue long after I leave. We are dedicated to becoming a more welcoming, helpful place for our community’s families and children.”