October 1, 2018

Green Bay agency’s new look emphasizes the potential inherent in all children

GREEN BAY, WI — Oct. 1, 2018 — Big Brothers Big Sisters of Northeast Wisconsin (BBBSNEW), along with more than 270 BBBS affiliates across the country, today unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.

“The need for young people to have a role model is more urgent than ever,” said Katie Hess, BBBSNEW executive director. “To attract more volunteers of all generations, we needed a more modern brand to have a stronger presence in the community and meet the critical need of matching youth with mentors.”

The rebrand also comes with a name change for BBBSNEW, known as Big Brothers Big Sisters of Northeastern Wisconsin since 1983. As of today, the agency, which serves Brown, Door and Shawano counties, will be called Big Brothers Big Sisters of Northeast Wisconsin.

The new look also provides the agency’s programs in Door and Shawano counties with their own branded logo identities.

In 2017, for the first time in the agency’s history, BBBSNEW served a record high of 602 children and was nationally recognized with a Quality Award for excellence in leadership and service to children. There are more than 85 children waiting to be matched throughout the region, and hundreds more who could benefit from having a mentor.

“Youth today face numerous challenges. Our community has a responsibility to counter the reality of cyber-bullying, increased teen suicide rates and active shooter drills,” said Hess. “Our mentoring programs can make all the difference in how our youth see the world. We can change the world. Our Bigs are changing the world — one kid at a time,” said Hess.

Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of BBBS. The organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child. The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child’s potential, and our role as adults in helping children achieve their best possible futures.

The brand repositioning and new look are just the beginning. In the coming year, BBBSNEW will transition to a new, modern, nationwide technology system, participate in new training and use the new positioning to refocus efforts on recruiting local volunteers.


Learn more about the new brand positioning, the logo or messaging, or how to get involved at


Big Brothers Big Sisters of Northeast Wisconsin is the premier youth mentoring organization serving Brown, Door and Shawano counties, recognized nationally for quality in 2017. Our mission is to provide children facing adversity with strong, enduring, professionally-supported one-to-one relationships that change their lives for the better, forever. Founded in 1972, we are a 100 percent donor and volunteer supported nonprofit organization.

Joy Wick, Marketing and Communications Director
920-489-3536 Office
920-585-1403 Cell


Categorized in: BBBS News

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