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In 2001, Janet Jackson’s “All for you” was a hit, trucker hats were hot fashion and George W. Bush had just become President of the United States. At the same time, the Oregon Department of Human Services (ODHS) logo and brand we still use today was unveiled.
What is rebranding?
Have you ever seen a logo or heard a catchphrase and immediately connected it to an organization or brand? Did it evoke a feeling, either negatively or positively? That is the effect of branding, or rebranding. Rebranding is a project ODHS has recently started.
Our work at ODHS is delivering human services and helping people and families build well-being which strengthens communities. Building an accessible brand is essential for establishing strong connections and trust with the people and families we serve. As a contractor or contracted provider for ODHS, we care about your opinion and would love your help in shaping the brand with us, together.
What this means to you
As one of the first steps, please fill out this online, voluntary and anonymous survey, which should take between 8-10 minutes to complete. It will ask questions about your experience with the ODHS brand. We know people's time is precious, so we took answers from other recent surveys and focused on core questions.
Why now?
- Our goal is to shape a brand that aligns with the core values of ODHS, emphasizing inclusivity, equity, well-being and service.
- Our brand has not changed for decades and given the extensive work and changes ODHS has undertaken since this time, it’s important to update.
- The similarity in names between the federal Department of Homeland Security (DHS) and Oregon DHS has caused confusion. This confusion has raised concerns and led individuals who are eligible for benefits and assistance to avoid connecting with ODHS, negatively impacting our community.
The Oregon legislature acknowledged this need for rebranding and funded the effort as part of an equity package. After an active request for proposals in 2023, Lara Media Services was chosen to be the ODHS partner for the effort due to their significant involvement in community initiatives. The next phase will begin in summer, as Lara Media begins doing external and community-focused work. This approach ensures our brand resonates with ODHS values and reflects them in a meaningful way.
Thank you for your participation in this effort!
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