Hamilton – After extensive feedback from the community, and hearing directly from families in
Hamilton, Hamilton Children’s Aid Society will be changing its name to Hamilton Child and
Family Supports (HCFS). This new name, along with a new logo, represents the changes that
have been happening within the agency as it focuses on supporting children and families
through early help, keeping families together and engaging with the community to provide for
the safety, permanency and well-being for children, youth and families in Hamilton.
“As part of our ongoing strategic vision, we have been focusing on getting families the right
help, at the right time and doing this in partnership with other organizations in the community,”
says Bryan Shone, Executive Director, Hamilton Child and Family Supports. “Many people don’t
know that 99 per cent of the work we do with families is in their homes or in the community.
This rebranding initiative was not just about a new name and logo, instead it represents
transformational change on how we work with children, youth and families. This change is
possible because of the hard work of staff colleagues, foster caregivers, volunteers and
community stakeholders.”
A key part of the rebranding work was to engage with those connected to the organization –
families, youth, staff, foster caregivers, community partners, donors, board members – to
understand how people feel and experience the organization. “We were very fortunate to be
able to work with many community partners who provide support to vulnerable children and
families in partnership. I would like to personally thank Empowerment Squared and Hamilton
Regional Indian Centre who helped us to gain valuable feedback from families in the Hamilton
community,” adds Shone. “This feedback was integral to helping us to engage, work with, and
provide services to families, children and youth, through community collaboration and coordination of service with each other.”
It was during the community engagement process that HCFS received feedback that the
previous name and logo were not reflective of the services the organization provides to the
community. The new brand aligns the organization’s strategic vision, guiding principles, and
commitment to equity.
The new name, Hamilton Child & Family Supports puts the focus on Child & Family to be more
inclusive of the range of people interacting with the organization. Using “Supports” as a more
holistic, human-oriented way of saying “services” or “aid,” which can feel clinical and
impersonal. The logo is a symmetrical design, echoing the form of trees, landscapes and root
systems and represents upward progress, coming together, community, diversity and
positivity.
One of the ways the organization is working differently is by collaborating with key partners in
the community like Empowerment Squared. “In the spirit of innovation, community building
and collective impact, our team at Empowerment Squared felt honored to support this
branding process, says Leo Nupolu Johnson, Executive Director. “We are committed to
working with Hamilton Child and Family Supports as it goes through the process of identity
formation reflective of the community, this exercise is the first step. I am especially thankful
for the extensive consultations and community engagement that occurred during this process,
it was a true partnership to not only build a new brand, but to reimagine the organization
through a different lens of reality.”
Now that the new name and logo have been launched, Hamilton Child and Family Supports will
continue to look for more opportunities for innovation and partnership with local communities
and community organizations to help support better outcomes for children, youth and families.
For more information please contact:
Tracy MacIsaac
Director, Communications and Development
Hamilton Child and Family Supports
tmacisaac@hamiltoncfs.ca
905-522-1121 ext 646
