Firm Rebrands with a Focus on Teams, Leadership, and Organizational Health
As part of our 30th anniversary, New Directions is excited to unveil its new logo and vision. The new look and vision focuses our services specifically on high performance workplace teams, employee leadership skill and development, and organizational health through cultural shifts and workforce engagement.
“This has been a transformative past few years for us,” states Matthew Harrington, Director of Operations with New Directions. “We really hunkered down and said let’s freshen up the brand a bit, as well as go through a rigorous ‘gut check’ on what we want to be as a company in the future. Somewhat simultaneously we worked on both a logo redesign in-house, as well as identifying what really defines us and sets us apart. We asked ourselves ‘what can we be the best in the world at, what are we passionate about, and what drives our economic engine?’ Teams, leadership, and organizational health came to the top of our list.”
The new logo features a burst of warm colors and a clean, modern look. The crescent swoosh is a reflection on past New Direction logos, as well as a symbol for the company’s future as it points forward. The orange dot represents the whole rather than anyone individual, a cornerstone value of the teaming company. Below the logo, is the line “Think in New Directions” which Harrington states “is a double meaning asking people to think outside of the box, as well as think of our company assisting you while you do that.”
Deborah Mackin, president and founder of New Directions and renowned teaming expert added, “for over 30 years we have offered customized training and leadership development, along with organizational guidance and consulting, to a wide array of clients and industries. We’re excited to continue to offer help and services to organizations and their people. We will still offer all training, surveying, coaching, facilitation and marketing services that have kept us going over the years, but we feel that these three pillars are the focal points of any successful, great organization and they better clarify what we do and how we can help others.”
Our family-owned company works with a vast array of local and global organizations looking to build people-centered, high-engagement workplaces including Coca-Cola in Atlanta, Georgia; Green Mountain Coffee Roasters in Vermont; Alcoa in multiple plants nation-wide; Sanofi Pasteur in France and Canada; and locally CAP COM Federal Credit Union, The Rosenblum Companies, Knolls Atomic Power Laboratory, the Albany Vascular Group and the Healthcare Association of New York State.