Alameda County Social Services Agency unveils new brand: 'A safety net, a way forward'

Alameda County Social Services Agency staff and a consulting team from The Purple Group presented the agency’s new brand identity on Sept. 22, framing the change as a people‑centered effort to reduce stigma and unify communication across departments.

Pamela Powell, ACSSA executive program coordinator, and The Purple Group’s Laritza Lopez described the nine‑to‑10‑month discovery and development process. The brand centers on two ideas: delivering a safety net in crisis and creating a way forward toward stability, dignity and purpose. The proposed tagline is: "A safety net, a way forward." Laritza said the visual icon evokes both a human figure and upward growth to signal both care and opportunity.

The Purple Group presented a phased rollout plan: continued department‑level alignment (mission themes and "cheat sheets" for each department), style guides and staff trainings, with target go‑live dates in late November to early December. The agency emphasized that implementation will be gradual and accompanied by internal training so departments can adapt the identity while keeping consistent messaging.

Supervisor Bass praised the human‑centered orientation and asked how the brand would be implemented across diverse departments. Presenters said department‑level mission themes and tactical guidelines will support consistent execution while allowing program‑specific adaptations.

The presentation noted the rebrand is intended to modernize voice and reduce stigma about social services by emphasizing outcomes and dignity rather than only services. Staff said the change follows wide internal and external stakeholder input collected during the discovery phase.