Propel Group, Inc.

ACH Child and Family Services


Hands down, a big success.


All Church Home for Children came to Propel with over 100 years of experience caring for families and children and an overwhelming amount of negative brand equity. Looking to shed their brand but keep their history, they engaged Propel to help after several unsuccessful attempts by other firms.


After isolating key attributes, attitudes and history within the organization, Propel proposed a new name, and created a new look that would establish ACH in the marketplace and help bring clarity to the services offered. An important part in the process was evaluating their online needs as a growing organization, including an employee “intranet” to keep the organization up to date.


Propel succeeded where previous firms had not, and approval of the new brand was all but unanimous. Propel successfully delivered the entire rebranding effort by January 1, 2010 so that the new year would be a new day for ACH. The name change and new brand were launched via print and web. Happy New Year!