After two decades in business, PbS Learning Institute had grown so that its brand did not fully reflect all that it offered. Its acronym, PbS, was also commonly confused with that of the Public Broadcasting Service. The board of directors and staff of this national nonprofit decided to create a new identity for the organization and its integrated services. 

The core business is providing data collection and technical assistance for residential juvenile justice facilities to enable continuous improvement regarding operating procedures and practices.

The objectives of rebranding were to increase awareness and knowledge of the organization and its services among potential clients (facilities and others associated with the juvenile justice system) and donors (including federal, corporate and foundation support).

Through DKA’s process of direction setting, creative development, opinion research, and marketing planning, a new brand emerged as the preferred option by an overwhelming majority of client and community stakeholders. 

In conjunction with celebrating its 20th anniversary, the organization began doing business under its new name, tagline and logo design, Center for Improving Youth Justice: Research • Practice • Outcomes. 

DKA also developed the brand launch plan, including sub-branding for the lines of business and templates for website, e-newsletter, presentations, and other communications elements.