LACKAWANNA - Our Lady of Victory Organizations unveiled new brands and a refreshed identity for its three partnering organizations in an effort to clarify, unify and simplify the brands, and build upon the success and legacy of its founder, the Venerable Nelson Baker. Effective immediately, the new names of the three partner organizations are:
Founded in 1854 as a sanctuary for homeless, abandoned, and orphaned children, OLV is often referred to as a "City of Charity."
Msgr. David G. LiPuma, president of OLV Institutions, and pastor and rector of OLV National Shrine & Basilica, said the names have changed, but the mission remains the same - to serve others. "All three organizations have new logo treatments that have been united with the words, 'A Father Baker Legacy,' ensuring we continue to deliver on Father Baker's original mission to care for the most marginalized individuals in our community."
Msgr. LiPuma also said the new logos incorporate the inclusion of a noteworthy cross. "The OLV National Shrine & Basilica is an architectural wonder and transcendent destination that welcomes all individuals seeking care and spiritual enrichment. The cross sitting at the top of the basilica - the very symbol that acts as a welcoming beacon of hope to all - is the icon enclosed in the O of OLV."
"We embarked on this important and timely initiative to help strengthen OLV's position in the marketplace through unified branding, while creating greater long-term sustainability for the three partnering organizations by engaging community members and broadening our donor base," said David Kersten, CEO of OLV Charities.
"With the strong foundation of our new architecture and clarified positioning, the three partnering organizations are poised to launch these emboldened brands here in Western New York and to our loyal supporters nationwide," Kersten added.
Cindy Lee, M.S.Ed, CEO of OLV Human Services, said the rebranding seeks to build greater awareness for the relationship of all OLV entities, along with the positive impact the organization's programs and services have on the broader community. "Supported by OLV Charities and our many generous donors, we work to improve the lives of more than 4,200 individuals that are behaviorally and emotionally challenged in our community."
Lee said another objective is, "to activate our target audiences more deeply to create a wider network of supporters and donors, and also to recruit potential employees and volunteers."
The evolved brands were introduced to the organization's respective team members and other internal audiences in November; new email addresses, letterhead, business cards, signage and other materials will be phased in during the coming months.
The new brand identities will also be communicated to external audiences as part of a fully integrated marketing campaign, and introduced at all upcoming special events, such as the 39th Annual Friends of Father Baker Reception this coming Friday, Nov. 8. They will also be incorporated into all donor outreach and direct-mail campaigns, print publications and marketing materials, including The Voice of Our Lady of Victory, and websites. The new URLs are noted below:
OLV partnered with The Martin Group to effectively execute the brand evolution, creative execution, and rollout. The process, which began in fall 2018, included extensive research - quantitative and qualitative - to assess brand awareness and perception within the organization's local/regional footprint.
"For more than a year, positive communications and dialogue have been integral to getting to the finished product and integrated marketing campaign," Kersten said, adding, all efforts relating to the branding project were approved by OLV leadership, and the boards of directors of OLV Charities and OLV Human Services.
Msgr. Paul J.E. Burkard, who recently retired as pastor of OLV National Shrine and Basilica, and president of OLV Institutions, continues to serve as vice postulator of Father Baker's Cause for Canonization.
"The next step in the cause for sainthood is the verification of a potential miracle attributed to Father Baker's intercession that is currently being examined and clarified by medical experts in Rome," Msgr. Burkard said. "Once verified, the pope will issue a decree declaring it so, and Father Baker will receive the titled, 'Blessed.'
"For canonization, verification of a second miracle is needed. With joyful anticipation we all await that glorious day when Father Baker will officially be declared St. Nelson Baker, and we ask our many supporters to continue to pray for his canonization," Msgr. Burkard added.