Cobb Nonprofit Aligns Name, Brand with Ongoing Mission
YWCA of Northwest Georgia announced it has changed its name to liveSAFE Resources. The new name reflects the nonprofit’s mission to provide safety and healing to those impacted by domestic violence, sexual assault and elder abuse.
On Tuesday, January 17, the organization celebrated and revealed its new name, logo and brand to donors, community partners and supporters. While the name “Young Women’s Christian Association of Northwest Georgia” served the organization well in the past, challenges arose because the name did not reflect its evolved mission. There was a lingering perception that the organization offered a gym or community pool, and implied it only served young Christian women, when in fact the organization serves anyone impacted by domestic violence, sexual assault and elder abuse.
In 2015, in order to bridge the gap between the organization’s name and mission, the board of directors made the decision to change the name. Following a successful $7.2 million capital campaign to renovate its main location and emergency shelter, the name change represented the natural last step in solidifying the organization’s mission to the community.
“There are many reasons why we changed our name, but the most important is to make it easier for those who need us to find us,” said Holly Tuchman, CEO/Executive Director of liveSAFE Resources. “If that saves one life, it will have been worth it.”
After a thorough RFP evaluation, 524 Creative of Marietta was selected to lead the process of researching and recommending the new name, as well as developing the new brand. After extensive research and interviews with key stakeholders, 524 Creative presented several name options, from which liveSAFE Resources was chosen.
“The board of directors and staff leadership selected liveSAFE Resources because it best reflects our mission, to help victims and survivors to live safe,” added Tuchman. “It’s flexibility also accommodates the future growth of our services and programs and is more inclusive of everyone we serve, regardless of gender, religion, race, age or sexual orientation.”
As part of the name change, the organization adopted a new logo inspired by an origami peace dove that reflects the transformation of clients through their individual healing process. liveSAFE Resources also launched a new website (www.liveSAFEresources.org) and has introduced new outdoor signage, corporate identity pieces and new collateral. Other than the name/brand change and its disaffiliation from the YWCA, the organization is not changing in any way. The staff, leadership team, board of directors, programs, services and events will remain exactly the same.
“Our community has supported the YWCA of Northwest Georgia for the last 100 years. It is our hope they will embrace and support liveSAFE Resources the same way as we embark on our next 100-year journey with a vision of creating a community free from domestic violence, sexual assault and elder abuse,” said Jim Kellogg, liveSAFE Resources Board President.
For more information on the name change, please visit this page or contact Holly Comer Tuchman, CEO/Executive Director at 770-or htuchman@liveSAFEresources.org.
About liveSAFE Resources
Founded in 1917, liveSAFE Resources (formerly the YWCA of Northwest Georgia) is committed to providing safety and healing to those impacted by domestic violence, sexual assault and elder abuse within our community. By providing an emergency shelter, transitional housing, counseling, legal advocacy, a 24-hour crisis line and many other services, we empower those we serve to rebuild their lives. By raising awareness and fostering support, liveSAFE Resources is dedicated to building a community free from domestic violence, sexual assault and elder abuse.
For details on liveSAFE Resources programs and services or how to be part of the solution, please contact 770-427-2902 or visit www.liveSAFEresources.org. To reach the 24-hour crisis line, call 770-427-3390.