Family Tree refocuses its profile

Organization to raise awareness of approaches to abuse, homelessness

The new Family Tree logo features the tagline “Empowering change, transforming lives.”
Hugh Johnson

Family Tree, a 37-year-old, nonprofit organization in Wheat Ridge, has undergone a rebranding initiative focused on raising the organization’s profile in the Denver metro area.

Family Tree’s main goal is to increase public awareness about the ways it deals with homelessness, child abuse and domestic violence. Instead of being an organization with programs designed for three separate issues, Family Tree seeks a deeper understanding of how the three are connected and uses that knowledge to empower those who need help.

By using a more comprehensive approach, Family Tree provides immediate aid for victims along with the tools to help them rebuild and sustain new lives. For example, a mother and her children might stay at Family Tree’s domestic violence shelter and upon leaving, seek supportive services from Family Tree’s Homelessness Program or obtain vouchers to shop at Family Tree’s Treasure Trunk Thrift Store, also located in Wheat Ridge.

Dana Juniel, Family Tree’s director of public relations and marketing, said the rebranding process has caused the organization to look at how they are perceived by the community. The end result is a strong message to the public that changes the way people view these issues.

“Family Tree is the only organization in the Denver metro area working to address the interconnectedness among these issues and for that reason, we are changing the way individuals, families and communities see, respond to and overcome them,” Juniel said. “By leveraging our deeper, broader and more holistic approach, Family Tree is empowering individuals to discover their own strengths to create lasting, positive change.”

Family Tree looks to extend its outreach through powerful partnerships, education programs and special events. In June, Family Tree will host its 21st Celebration of Achievement dinner. The dinner will honor Family Tree clients who have successfully transformed their lives. Family Tree will also recognize one person, group or organization with the 2014 Community Award. Juniel believes the dinner is a great opportunity for the community to experience what makes Family Tree so special.

Through rebranding, Family Tree looks to increase awareness of the issues of child abuse and neglect, domestic violence and homelessness, while broadening their base of support.

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