The Children’s Center

Brand Refresh

The Child is the Center of it All

“People don’t know who we are. They don’t know what we do here.”– A surprising statement for an organization that has been in operation for almost 100 years. It was clear the message and impact was getting lost.


As one of the largest, most comprehensive front-line child serving agencies in the state of Michigan, The Children’s Center specializes in services for children ages 0-18 who have been impacted by Abuse, Neglect, Behavioral & Emotional Health Challenges, as well as Intellectual & Developmental disabilities. The center advocates for each patient in a holistic way, looking past the surface of the presenting issue, utilizing a team of experts to dig deep to discover the source, impacting real change.

Our challenge was how to evolve this long-standing brand to make the message more meaningful while maintaining respect to its heritage. How to make it more impactful, harness the true essence of TCC, and resonate with the community.


Through research, analysis, and strategy development, we curated an evolved purpose & messaging that has truly differentiated the purpose of TCC, and what they stand for.

The resulting evolution reveals the soul of TCC and their team’s efforts to impact real change. Through advocating for each child, TCC knows it’s about more than what you see, you have to roll up your sleeves and dig into the core of the issue – to what’s really at the center.

Only then can you begin to create real change.


The evolved messaging was presented to TCC’s 25+ member board of directors/officers and was unanimously adopted on the spot. To further amplify the messaging and impact, we applied a visual refresh to their brand. As a result, we are now in the process of updating all branded collateral, signage and website and throughout all departments.