LifeLinks CLASS Announces New Brand and New Identity

by Amaris | Nov 16, 2020 | Advisory, Featured, Press Release

One year after the merger between LifeLinks, Inc. and CLASS, Inc., Incompass Human Services reflects the combined agency’s comprehensive service portfolio that serves the whole person and promotes inclusion in the community.

The crowd at 4 Omni Way looks on as the new brand is officially unveiled in a ceremony on Monday, October 19.

CHELMSFORD, MASSACHUSETTS— LifeLinks CLASS, a human services agency serving nearly 800 people with intellectual and developmental disabilities and their families throughout Greater Lowell and Greater Lawrence, announces a new brand and new identity. The agency, an affiliated chapter of The Arc™, will now be known as Incompass Human Services™. As part of the shift, a new logo, tagline, and web domain (www.incompasshs.org) are all being rolled out.

After the merger between LifeLinks, Inc. and CLASS, Inc. was announced on July 1, 2019, establishing a brand that more accurately represented the services and impact of the combined agency was deemed an immediate priority.

“Since the merger was announced, our focus has been bringing together two human services agencies with a combined 111 years of experience in providing critical services and supports to people with intellectual and developmental disabilities,” said Jean Phelps, Chief Executive Officer of Incompass Human Services. “Today’s announcement reflects the culmination of a year-long process to present ourselves as a unified agency – stronger together, with a longstanding tradition of doing whatever it takes to enrich and transform the lives of others.”

The brand was officially unveiled to the Incompass Human Services community in an outdoor ceremony on October 19 at the Chelmsford facility, where Phelps, chairman Tim Allen, and two members of the agency’s day habilitation program held a ceremonial ribbon cutting that revealed the new logo adorning the building at 4 Omni Way.

“Last summer, even after the merger, a lot of people still referred to us as LifeLinks or CLASS and Chelmsford or Lawrence,” said Allen. “But over the course of the year, by focusing on the people and families we serve, we became a cohesive agency with a comprehensive service portfolio that is able to serve the whole person at every stage of their life. Today, we take the next step as Incompass Human Services.”

“Innovating to help the most vulnerable thrive – that’s our brand position,” said Daniel Esdale, Chief Communications and Marketing Officer. “The new brand embodies a ‘care champion’ culture that is defined by the innovation, expertise, and open hearts that have made us a premier provider of lifelong resources for people with disabilities, and their families.”

The Incompass Human Services brand is a complete reinvention of the LifeLinks CLASS identity and visual system that embraces a brand promise to deliver a more personalized, innovative approach to care that best supports the needs of society’s most vulnerable individuals. The new tagline announced in a launch video on incompasshs.org, “with open hearts, we open doors” further speaks to the impact of the work being done throughout Greater Lowell and Greater Lawrence by Incompass Human Services “care champions.”

“The open heart logo and bold color palette differentiate us in the field of human services and evoke the core qualities of the Incompass Human Services care champion,” according to Esdale.

“As we grow and add new services and supports that address the needs of the people we serve across their lives, Incompass Human Services is a brand that will grow with us,” says Phelps. “And I’m thrilled to present the impact of our work under this new brand umbrella.”

The staff at Incompass Human Services gather around the new entrance sign at 4 Omni Way.

CEO Jean Phelps addresses the crowd at the unveiling ceremony on October 19.