Pathfinder Rebrand Reveal!

Submitted by Pathfinder

When you think of Pathfinder Services, what do you feel? What is that split-second gut reaction? When someone asks you what Pathfinder Services is, how do you answer? Honestly, it was tough for us to figure that out, and that’s our job.

Over the years, we lost who we are because there are so many different versions of us. Are we Pathfinder Services Inc, Pathfinder Services, Pathfinders, Pathfinder Kids Kampus, Pathfinder HomeOwnership Center, Pathfinder Financial Opportunity Center, Pathfinder Commercial Operations, Huntington Arts & Entrepreneurial Center? You get the picture. We wear many hats! You can also start to see why we need something new.

Over the last few years, we’ve been working towards tearing down silos and finding ways to come together for a new singular joint mission.

Becoming one united organization requires thinking differently, more openly, and less structured. We have different departments, but we can’t view that as a separation. A good comparison is to think of a Target store. You wouldn’t say, “Hey, I’m running to the home goods section,” you’d say, “Hey, I’m running to Target” Even though you may only shop in the home goods section when you go there, you still think of Target in totality. Target is one store with many departments. Just like Pathfinder Services is one organization with many departments. One department doesn’t make us who we are; we are formed from our totality, our oneness.

We started this rebranding journey to rediscover who we are as a company. We had to find ourselves again, so the process began with partnering with Brand Innovation Group, (BIG) to develop a brand assessment consisting of internal and external interviews, a competitor assessment, analyzing our digital footprint, developing personas, and identifying our overall brand position.

We have discovered ourselves again after several months, many more meetings, and a few passionate discussions. A singular message universally shared. It just took an outside perspective for us to see what we’ve known all along.

At Pathfinder, our goal is for everyone who walks through our doors to feel accepted, respected, and empowered. Life isn’t always picture-perfect. Harsh disadvantages and economic challenges can leave you feeling frustrated, overwhelmed and disappointed. During these times, you crave a listening ear, a helping hand, and words of encouragement to keep going. You crave compassion. So that’s where our team begins.

To build meaningful relationships, we ask meaningful questions. What do you need? What do you want? What do you dream of? We love hearing your honest answers. Because the more we know about you, the better we’re able to support every part of who you are.

Being a valuable resource to our community is important to us, and it shows through our first-rate services. We’re inclusive, proactive, and adaptable to meet your individual needs. Because we understand that every person, every situation, and every circumstance is different. And we want to see you thrive in all areas of life.

The Pathfinder team is passionate about ensuring that every voice is heard. No matter your background, no matter your economic status, no matter your abilities—you’re welcome here. We’re ready to support your needs, wants and dreams.

Since 1966, our list of services has continually shifted to better support those in need. And we’re not stopping anytime soon. Each day, we strive to serve our community better than the one before. Whatever you’re facing, we make sure you’re never alone. And whatever it takes, we equip you to live life to the fullest.