A New Beginning

Children’s Aid Launches New Brand Strategy

New York, NY — For the first time in more than four decades, Children’s Aid, one of the longest-running human services organizations in New York City and the nation, has updated its public identity and launched a new brand strategy that brings its profile into step with the innovative services it offers to children, youth, and families in some of New York City’s most under-resourced neighborhoods.

In addition to a new logo and tagline, the organization has shortened its name from The Children’s Aid Society to Children’s Aid. The agency’s mission, though, remains the same: an unwavering commitment to ensuring that there are no barriers to the aspirations of young people, no limits to their potential. The development and adoption of a tagline was particularly important, as it reflects the reality of addressing childhood poverty. The work must be done “Every Step of the Way” through childhood to create the sustained impact that will bring academic success and adult independence.

“We have spent much of the last decade sharpening our programmatic focus and strengthening our infrastructure,” said Children’s Aid President and CEO Phoebe C. Boyer. “Anchoring all of our efforts is continuous data-supported improvement throughout our organization so that we can identify our core strengths and offer children, youth, and families the tools and resources they need to realize their fullest potential.”

See our new brand launch video—Children’s Aid: Every step of the way.

In conjunction with the new brand launch, Children’s Aid overhauled its website, which now exists at a new domain: The website organizes the organization’s work into three main areas of focus: academic and social-emotional learning, health and nutrition, and family and community. These areas are further defined by three brand pillars that organize the work:

  • Learn—ensuring that children and youth are in the best position to achieve in school.
  • Grow—promoting overall health and wellness through medical and dental care, nutrition, fitness and recreation, and all aspects of behavioral wellness.
  • Lead—offering children, youth, parents, and guardians the tools they need to strengthen their families and advocate for themselves and their communities.

“All of us at Children’s Aid are excited about the new look and feel of the brand,” said Board Chair Iris Abrons. “And it serves as a constant reminder that a brand is far more than a logo and a tagline. The brand only has meaning if the work we do everyday lives up to its aspirations. We remain ready to meet that challenge.”

In addition to launching the new website, Children’s Aid will celebrate the new strategy at the 7th Annual Keeping the Promise Benefit on October 19 at the Ziegfeld Ballroom.


Children’s Aid is an independent, nonprofit organization established to serve the children, youth, and families in several under-resourced New York City neighborhoods. Our mission is to help children in poverty succeed and thrive. Founded in 1853, Children’s Aid is one of the nation’s largest and most innovative nonsectarian human services agencies. Services are provided in community schools, neighborhood centers, health clinics, and camps. For additional information, contact Anthony Ramos at (212) 949-4938 or

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