Skip to content
designRoom - ICOY - Hero - 1920 x 580
designRoom - ICOY - Hero - 960 x 680

Branding Challenge

The project’s biggest challenge was the need for a new, consistent and simplified identity. Illinois Collaboration on Youth (ICOY) supports organizations that promote child and family welfare – through policy and advocacy work, as well as training and technical assistance. As ICOY Marketing Communications Manager, Elise Povejsil, describes it, “We’re a sort of pseudo trade association.” Over the years, ICOY has undergone multiple mergers, joining forces with other like-minded organizations. Not surprisingly, there has been a significant branding issue that had to be thoughtfully addressed. With the many changes, not only had the brand image become diluted, there was also a muddied message in terms of support services offered to members.

“We really wanted the most recent merger to create a new brand and not simply have one organization swallow the other.”

Andrea Durbin, ICOY CEO

Branding Insight

Because of a history of acquisition, consolidation and change, ICOY needed to update and unify the organization’s identity and brand platform to drive differentiation and increase awareness.


It became abundantly clear that developing a centralized, overarching brand architecture and aligning all member service teams under a unified brand identity held the promise of eliminating confusion, boosting awareness and inspiring and supporting a positive and cooperative organizational culture.

Branding Solution

After reviewing final results from the organization’s strategic planning initiative and assessing all raw data from interviews, focus groups, surveys and thorough organizational comparison, the ICOY internal team had all the research they needed to drive a strategic, solutions-based approach. As a team, we were able to determine there was substantial existing equity in the ICOY name. That’s where the design process started.


After creating several options for a rebranded logo and tagline, the ICOY team settled on a look and feel that presented a united front. The final choice was a simple but high-impact logo, a benefit-driven tagline and a compelling messaging framework – based on ICOY’s core values. The dR digital team then moved forward to develop a new, user-friendly website interface, as well as a brand style guide.

“I appreciate that designRoom had an intentional, structured and efficient process that guided us through a rollout they were able to fulfill – even throughout a pandemic.”

Andrea Durbin, ICOY CEO

Branding Impact

ICOY has become recognized for becoming the largest provider voice for youth-serving programs and services – advocating for legislation, policies and practices that keep children, youth and their families safe and healthy. A unified rebranding has worked to bring about the realization of shared support services, standardized procedures and processes, and the marketing and motivational power of a single brand.


Because ICOY offers accredited training to member organizations, the website was a fundamental part of operations. And it is often the first introduction external audiences have to the ICOY brand. During COVID-19, offering online training became more important than ever and ICOY was equipped to meet the challenge with far greater ease.

“I trust them with my brand. I trust them with my marketing business. They will not steer you wrong. They will ensure everything is on point moving forward.”

Lauren Byers, Vice President, MarshBerry

"Our client base increased. Our staff base increased. Our reputation and notoriety in the industry increased. The branding has lifted us up to be very confident.”

Denise Corbisiero, COO, Integrity Billing

“We trust them as true professionals who really understand the process that’s required to do things right.”

Carole Boye, CEO, Community Alliance

“They really bring in the heart behind the message. They tell the story in ways that are compelling. They’re really creative and that matters.”

Anthony Guido, VP of Communications & Marketing, Cohen Veterans Network

“…we really felt that they understood what we wanted to accomplish. They listened to us instead of puking their process on us.”

Laura Bren, President, Deeley Insurance Group

“Loved the process – we got so much more than a new logo; helped us unite around a common mission and language.”

Travis Pearson, CEO, Endeavors

“This input helped us work better together as a team. The whole brand refresh process was a wonderful team building opportunity.”

Matthew Wolf, Vice President, Seabrook

“We never had the production value in terms of the presentation/signage – the quality was new and impressive and people really embraced it.”

Marvin Ventrell, Executive Director, National Association of Addiction Treatment Providers

“Take the time to let designRoom get to know you. It is amazing that they get to the core of who you are…”

Jonathan Lee, President & CEO, Signature Health, Inc.

“They became much more like partners deeply embedded inside our business.”

Travis Mlakar, President, Millcraft Paper

Scroll To Top