Chandler Christian Community Center Unveils New Name, AZCEND
After 50 years of service to the communities in Southeast Valley, local nonprofit organization embraces new brand that reflects its growth and future.
(Photo) Chandler Chamber of Commerce President CEO Terri Kimble with AZCEND CEO Trinity Donovan and AZCEND Development Director Dara Gibson
Chandler, AZ. May 16, 2017 – In front of a crowd of volunteers, donors, sponsors, clients, and local church and community dignitaries, the Chandler Christian Community Center (CCCC) board of directors unveiled its new brand name…AZCEND.
“We have changed our name but our mission and services remain the same. We change lives by nourishing minds and bodies to create a connected, thriving community. This is an exciting new chapter in the life of this longstanding organization,” said Trinity Donovan, AZCEND CEO. “Our new name embraces who we are now, and establishes the foundation for future growth.”
“We felt our 50th anniversary was an ideal opportunity to look back at the history that brought CCCC to this point, as well as look ahead to prepare our organization for the fifty years to come,” said AZCEND board president Gail Kavanagh. “As part of those strategic discussions, we realized that our organization had grown far beyond the physical and service boundaries of our initial name and what we are known for. We wanted to move forward under a new name and brand that would honor our current mission and allow for potential future growth.”
The first step in the rebranding process was to conduct an extensive survey of all constituents to document their opinions about the organization and services rendered. The results of the survey were clear: partners, donors and volunteers would not feel differently about the organization with a new name and brand. They would only feel differently if our mission changed.
Donovan continued, “The name AZCEND speaks to our goal of transforming lives and improving the lives of those in need. We want to do more than simply help them move from today’s crisis but to gain stability and to have prosperity.”
AZCEND, formerly Chandler Christian Community Center
Founded in 1966, AZCEND is a 501(c) 3 that last year served 17,375 unique individuals with efforts supported by over 1,000 volunteers. Programs are designed to help people move from crisis to stability to prosperity with services including food boxes, senior nutrition and activities, rent and utility assistance, homeless services, case management, and family programming. For more information on AZCEND, formerly Chandler Christian Community Center, visit www.azcend.org or call (480)963-1423.
AZCEND is built on five core principles:
We perform all of our daily duties with utmost integrity, knowing that the communities we serve trust us to assist their most vulnerable citizens.
Compassion for our community and the people we serve is what drives everything we do, knowing that when one person reaches out to help another, both are lifted up in the process.
Our goal is not simply to meet the physical needs of those we serve, but to empower others with an unwavering hope that each step is a step forward, and tomorrow will be better than today.
In order to maximize the resources that have been put in our care, each of us strives for excellence in our individual and collective activities, continually looking for ways to do more and do better.
Finally, AZCEND is built on a culture of respect. Respect for our mission, respect for each other, respect for the people we serve, and respect for the resources provided to support our mission each day.
AZCEND General Info Brochure
Why change the brand after 50 years?
Over the last five decades, Chandler Christian Community Center (CCCC) had outgrown our original name in several ways. Our services now extend beyond Chandler’s borders. We have multiple locations, not just one.
We will always honor the Christian principles that led to the creation of CCCC initially. At the same time, we want to ensure that anyone in need of our services will get support.
Practically speaking, CCCC is a bit of a mouthful—even for an acronym. So we set out on a process-driven exercise to identify a new name and a new brand that would carry us forward for the next 50 years and beyond.
Why make the change now?
We felt our 50th anniversary was an ideal opportunity to look back at the history that brought CCCC to this point, as well as look ahead to prepare our organization for the fifty years to come.
As part of those strategic discussions, we realized that our organization had grown far beyond the boundaries of our initial name. We wanted to move forward under a new name and brand that would honor our current mission and allow for potential future growth.
How will this brand change impact our donors and volunteers?
This was our primary area of focus before the re-branding began. How could we position the organization for the future without alienating our individual, corporate and faith-based donors and volunteers that have made CCCC possible?
The results of the survey were clear: existing donors and volunteers would not feel differently about our organization with a new name and brand. They would only feel differently if our mission changed.
The only thing changing about us is our name, our logo and our colors. Our mission remains the same as ever: we change lives by nourishing minds and bodies to create a connected, thriving community.
Why did you pick AZCEND?
AZCEND represents two things:
- Our deep 50-year roots in the Arizona communities we serve.
- Our goal of transforming and improving the lives of those in need. We want to do more than simply maintain their current situation—we want to provide them with the tools they need to change their lives for the better.
What do the icon and colors represent?
The icon is a stylized heart made of two intertwined individuals, underscoring the importance of compassion which is the basis of all that we do.
The color blue is intended to represent delivering a sense of calm, peace or refuge in the midst of crises or uncertain situations. The green represents growth, the upward movement of the individual growing beyond his or her current circumstances with our assistance.
Why remove Chandler from the name?
Although Chandler is where this organization began, the need for our services and support extends well beyond Chandler’s borders. With our expansion into Gilbert and other surrounding communities, our goal is to be wherever the need is greatest.
Does the new name mean we are dropping our Christian roots?
CCCC was founded when a number of like-minded Christian churches in the area decided their abilities to serve the Chandler community would be most beneficial if they pooled their resources and worked together.
That spirit of compassion and service remains at the heart of what we do and will do for the next 50 years and beyond. We will continue to work alongside all community partners to deliver the services with effectiveness, compassion and respect.
What was the process in changing the name and brand?
Our Board of Directors hired an experienced outside branding and communications agency to lead the project. The process began with a substantial survey of our staff, volunteers, clients, donors, sponsors, organizations and churches to gauge what CCCC meant to them and how a potential rebranding might affect their relationship with our organization.
Based on these findings, the agency and Board reviewed quite a few rounds of name ideas, ultimately narrowing the selections to a dozen. This list was provided to 20 marketing and branding executives across the US to determine what resonated best with experts unassociated with CCCC.
Ultimately the list was narrowed to three, and a variety of potential logo and color palette treatments were explored, leading the Board to vote unanimously in favor of AZCEND.
Before committing to the name, the Board engaged a local law firm to conduct a thorough search and ensure that no other entities in Arizona or across the US might have any legal claim to our name in the future.
The CCCC staff then helped to finalize the colors and heart logo. The entire process took approximately nine months.
We have been working with these same branding experts to ensure a seamless transition to AZCEND after our launch celebration on May 16. During the balance of 2017, you can expect to see references to CCCC in many of our communication efforts to ensure that all donors, partners, volunteers, community leaders and those in need understand that CCCC is now AZCEND.
Where will the website be?
The current website chandlerfoodbank.org will be permanently forwarded to our new website azcend.org to ensure that anyone looking for us on the web will easily find us.