Proverb Chosen For HopeWell Branding Assignment


Proverb, an independent, multidisciplinary branding agency based in Boston, was selected by Dedham, Mass.-based HopeWell to handle an extensive rebrand for the nonprofit social services leader.

HopeWell’s roots go back to 1964, when it was founded as a pioneer in foster care. The organization became known as Dare Family Services and grew significantly, but eventually its name no longer captured the breadth and mission of the work, and was prone to confusion with the drug use prevention organization, D.A.R.E.

Proverb worked closely with HopeWell's President and CEO, Shaheer Mustafa, and VP, Operations, Vijay Dalal, to rebrand Dare Family Services to HopeWell. The eight-month rebranding process included market research and brand assessment, developing a new brand strategy, naming, key messaging, and creative execution that included logo development, a new website, and suite of marketing collateral.

“It was the right time to position our agency for our next 50 years,” Mustafa explained. “We have exceptionally dedicated and experienced staff and caregivers. We want the name and look of the organization to reflect the professionalism, optimism, and quality of care we are providing—and the new brand has done just that.”

Chris Needham, Managing Partner at Proverb, added, “We have been honored and excited to work on this project. HopeWell does amazing work with foster children, foster families, youth transitioning out of foster care, and adults with disabilities, and we could not be more pleased to develop a brand identity that expresses their mission of enriching and expanding the lives and opportunities of individuals and families who need love, support, and safe places to grow and thrive.”

The project continues into 2018 and budget numbers were not disclosed.

HopeWell ( is a private, nonprofit social services agency based in metro Boston with regional offices in Massachusetts and East Hartford, Conn. The agency began in Roxbury, Mass. with the creation of the first community-based residential program for boys in Massachusetts. Today HopeWell serves approximately 1200 children and teens in foster care as well as provides staffed residences for adults with disabilities, family support and stabilization services, a residential program for pregnant and parenting teens, and a new initiative to assist teens in foster care move into adulthood successfully.

Proverb is an award-winning, multimodal agency that aims to build powerful brands and create a more thoughtful world around us. Proverb partners with innovative clients who seek to develop brands that connect with smart, sophisticated audiences, stand out from competitors, and create lasting value. For more information go to:

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