Big Brothers Big Sisters of the Bay Area Unveils New Brand Aimed at Volunteer Recruitment

Bay Area mentoring organization's new brand look emphasizes the potential inherent in all children
Big Brothers Big Sisters New Brand
Big Brothers Big Sisters New Brand
SAN FRANCISCO - Oct. 2, 2018 - PRLog -- Big Brothers Big Sisters of the Bay Area along with more than 270 Big Brother Big Sisters affiliates across the country, unveil a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.

"The need in the Bay Area  for young people to have a consistent and empowering mentor who will help them reach their full potential is more urgent than ever," said Dawn Kruger, CEO of Big Brothers Big Sisters of the Bay Area. "To attract qualified volunteers throughout our region, we needed to modernize our brand in order to make an even deeper impact in the communities we serve and meet the urgent need of matching youth with mentors."

Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff, and leadership showed that the old brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters. Therefore, the organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child.

The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child's potential, and our role as adults in helping children achieve their best possible futures.

"In our community, we know that youth are facing numerous challenges. Our organization's new brand is designed to help us ensure we can serve more children in the Bay Area by recruiting more of the qualified volunteers we need," said Kruger. The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters of the Bay Area will transition to a new, modern, nationwide technology system, participate in new training, and refocus efforts on recruiting local volunteers.

Learn more about the new brand, the logo or messaging, or how to get involved at Share the new look and follow updates on


#BBBS and #BBBSBayArea

Big Brothers Big Sisters is one of the longest running, most respected youth-serving organizations in the country and has been changing kids' lives for over 110 years.  Our mission is to provide children facing adversity with strong and enduring, professionally supported 1-to-1 relationships that change kids' lives for the better, forever.  Founded in 1904, we pioneered formal mentoring for children facing adversity. We bring an unparalleled rigor to mentoring – screening, training, ongoing support, outcome tracking and closure – ensuring consistent long-lasting relationships that have a dramatic positive impact on children's lives.  Our unique approach has been shown to improve children's confidence and school performance, and decrease their use of drugs, alcohol, tobacco and violence.

Dawn Kruger
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Tags:Youth Development, Mentoring, Nonprofit
Location:San Francisco - California - United States
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