Founded in 1886, Berkshire Farm Center and Services for Youth had outgrown it's name and identity. With trauma-informed programming that reaches over 90% of New York State and services 2,000+ children and families daily, they needed a dramatic upgrade in their strategy, name, and identity.

Stakeholder insights and strategy informed a communications focus on their 1-to-1 approach and relentless efforts to keep families and communities together. This key differentiator infused the naming and identity designs, culminating in a warm and approachable expression that speaks equally well to traumatized families and government partners. Paired with a flexible color and iconography system, they will launch anew in mid 2024 — finally reflecting their truly awesome impact.