Cedar Lake’s new brand portrays a message of unconditional love

Organization gets a new look for the time in more than 40 years

For the first time since its founding in 1970, Cedar Lake, the region’s largest non-profit care provider for adults with intellectual and developmental disabilities, has completed a two-year rebranding process. The goal was to clearly communicate that Cedar Lake is not just a pick-up service, but an interconnected comprehensive system of services that highly values the lives of the people they support. With newly enhanced mission and vision statements and a new logo, Cedar Lake’s branding now captures the essence of their compassionate values and passion for unconditional love.

The logo recreation process began with a marketing focus group. The feedback concluded that Cedar Lake’s previous logo was “bank-like,” and it made the organization appear to be conservative and did not accurately communicate their culture of compassion. In response to this feedback, a new logo was created with a softened look and new colors. A soft blue was chosen to reflect health, healing and tranquility, and red was selected to reflect warmth, positivity, energy and passion.

Jim Evans, Vice President of Marketing & Development for Cedar Lake says, “The goal of this new branding campaign is to increase community awareness of, education about, and partnership with Cedar Lake.”

The new branding project was funded by Cedar Lake’s $12.5 million Circle of Friends Campaign, which was launched in January of 2013 and has already raised $5.5 million. Other components of the comprehensive campaign include an Indigent Care Endowment, which will ensure that even those

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who cannot pay will continue to receive Cedar Lake’s services, and Capital Enhancements, which will include the building of 4 innovative Intermediate Care Homes and a HUD apartment complex.

Cedar Lake operates in Jefferson, Oldham and Henry counties, has 33 properties, and supports 230 people with a staff of over 400. Supports range from 24/7 support for the most medically fragile, to intermittent support for those who live independently.