New Brand Strategy for Riverfront

A Brand New Day: Riverfront Reveals New Brand Strategy to Communicate Impact

A fresh identity to showcase growth of services, expansion of ages served and community impact


La Crosse, WI, October 5, 2017 – For the first time since it’s beginning 40 years ago, Riverfront Inc., a non-profit organization and provider of services for people with disabilities in Wisconsin, revealed a new brand, new name and new identity. This new brand strategy aims to increase understanding of the spirit, extent and successes of the work Riverfront does in the communities it serves every day: Black River Falls, Blair, Janesville, La Crosse, Mondovi, Sparta, Tomah and Viroqua. Riverfront is uniquely positioned to assist youth and adults with any type of disability: physical, emotional, developmental or learning disability, through the many stages of their life. Through this new brand, new name and new identity, the nonprofit will be able to increase awareness resulting in the ability to support more people.


The new brand strategy – the result of months of research and analysis was introduced today, Thursday, October 5, 2017 at a press conference event that included Riverfront participants, donors, board members, the Chamber of Commerce and other community members. As part of the event Riverfront unveiled its new brand, new name and new identity — Aptiv — a positive blend of the words live, aptitude, active and adaptive. Aptiv is a created word, drawn from the ideas of natural ability, adaptability, energy, engagement, and living an exciting and fulfilling life. This new brand, new name and new identity was developed to better reflect the variety of services provided to people with disabilities, youth ages 3-18 and adults, to help them live more independent lives. The new brand strategy focuses Aptiv’s service offerings under the three areas of live, learn and work.


“Riverfront is truly excited to reveal this new brand, new name and new identity to the communities we serve and the opportunity to support more individuals through our service areas of live, learn and work,” said Mary Kessens, President and CEO of Riverfront. “Riverfront has grown and evolved since first opening its doors 40 years ago. There are many exciting changes taking place and a new brand strategy was needed to communicate the changes and to educate the communities we serve about the spectrum of innovative services we offer.”


The reveal today is the announcement of the plans to switch to the Aptiv brand. The event is the beginning effort to build awareness of this new brand, new name and new identity. Riverfront will officially switch to the Aptiv brand in December of this year.


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