Jarc Detroit
Rebranding with Heart, Purpose, and Possibility
Jarc, a beloved nonprofit serving individuals with developmental disabilities in Metro Detroit, had decades of trust, legacy, and mission-driven work behind them. But visually and verbally, the brand no longer reflected the sophistication, inclusivity, or strategic clarity of the organization it had grown to be.
The challenge wasn’t about creating something entirely new—it was about evolving a legacy with intention.
Jarc needed a refreshed brand that could:
Align more closely with its values and vision.
Reflect its commitment to person-centered care.
Increase visibility and connection with a broader audience.
Serve as a functional, flexible system across multiple teams and touchpoints.
Foundation Navy
Spirit Orange
Resilience Green
Harmony Aqua
We approached this project with a (Re)freshedBrand mindset. It wasn’t a radical departure—it was a thoughtful evolution.
Heart & Head became our north star.
Heart: A bold new visual identity that felt modern, differentiated, and human.
Head: A functional messaging system designed for clarity, consistency, and connection with specific audiences—from families in crisis to longtime donors and board members.
Together, we worked to clarify:
Jarc’s core brand idea: Care That Connects
Updated purpose, vision, and values rooted in Jewish tradition but inclusive of all
A refined tone of voice built on gentle candor—compassionate yet confident
Messaging pillars that could flex across programs, recruitment, fundraising, and storytelling
A visual identity system that felt warm, modern, and deeply human
The new visual identity reflects the duality of Jarc’s work: deeply personal, yet operationally strong.
We softened the name to “Jarc” (lowercase "a") to make it more approachable and less jarring—literally and emotionally.
We introduced a new logo mark that conveys connection, support, and movement.
The color palette blends blue and purple, representing dignity, trust, and spiritual depth—grounded in Jewish tradition, but welcoming to all.
Typography and layout systems were built for accessibility, clarity, and flexibility across platforms.
“Roger, Steven, and the entire ANEWBrand team have been the best possible partners in our brand evolution. They deeply understand our work and our community and seamlessly integrate that into all aspects of our brand. They aren’t just designers and programmers either – they are thoughtful, know how to work with people and expertly manage relationships and expectations. I couldn’t be happier with our experience with ANEWBrand.”
Jacob Gottlieb: COO | Jarc
