IHSD Inc. Get Rebranded After 37 Years
After serving San Mateo County for over 37 years with quality child care programs and services serving families from infancy to Pre-K, the Institute for Human and Social Development (IHSD Inc.) now has a new name and look. The organization and its 10 program centers around the county will now be referred to as Izzi Early Education.
How it Started
In 1983, IHSD was founded by Dr. Jean van Keulen to be the new Head Start grantee for San Mateo County. Each year, the nonprofit served an average of 600 families with its federally funded dollars. Bay Area’s living costs, meanwhile, grew exponentially, and the national poverty rate largely stayed the same. The organization saw an increased urgency to serve more local families.
The name change and rebranding were part of a strategic planning process that started in early 2018. “We needed to carefully consider our long-term growth and sustainability as a nonprofit,” said Angel Barrios, Izzi Early Education’s Executive/Program Director. “We recognized the tremendous need to both continue our quality programs and serve more families in our community.”
“Prior to the launch, we’ve been taking steps to really evaluate our identity,” said Marketing and Communications Manager Angel Chang. “The new brand is a big update to our old name and logo, which will give us more room to grow and thrive. I’m excited that this rebranding opportunity can better position us as a leader in our industry and recognize the tremendous impact we’ve had over the years.”
The pandemic unquestionably challenged how the long-time child care organization would adapt to a new normal. “It’s certainly one of the biggest milestones in my 12-year career as executive director,” said Barrios, “and proud doesn’t even begin to describe my appreciation for our team.” After adapting their classrooms to new and strict health and safety protocols, the Izzi program classrooms have been modeled within the industry at the county, state, and national levels in response to COVID-19.
The entire staff also shared an incredible sense of commitment and support for each other during difficult times. “You wake up in the morning and question if it’s really safe to go to work, but we’re really dedicated,” Izzi at Lakewood Site Supervisor Kifah Gheith shared. “We know the goal. We don’t just come here to just work and go home.” Despite local wildfires, national tension on race and politics, and a worldwide pandemic, Gheith and her team are committed to serving the community.
Despite its success and impact over the years, the organization has generally been understated in news and media. “We're confident that this rebrand will be key in helping us better express our identity and story,” Chang said.
“Everyone who stays in the IHSD family is here for the heart of the work that we do, which is serving children and families,” said Izzi Early Education Director of Operations Jennifer Pifeleti. “The essence of who we are is captured in our new name and brand in a meaningful way. We are a distinct community between the highs and lows, with the goal of making every person's life that we touch through our work a little brighter, a little easier, and hopefully with an inspiration to continue learning. Together. we will embrace the rebrand as the opportunity to spread the word about the great work that we are doing here.”
Izzi Early Education partnered with local design team Stitz Studios on the entire rebranding procedure. “To reflect the vibrancy of the families and communities of San Mateo County, we created a theme for Izzi that would be inspirational and true to our region,” said Joe Stitzlein Co-Founder and Executive Creative Director of Stitz Studios. “We developed a brand manifesto called ‘Rising Tide.’ This story reflects both the shared success of our community as well as our proximity to the Pacific Ocean. We brought this to life with a delightful new name and visual identity that is always in motion and full of color.”
Stitz Studios worked closely with a few key community members in the rebranding process, including Izzi at East Palo Alto teacher Lucia Alvarez. “I was really excited to be part of this process and see this change. This is a great opportunity for our organization to improve and have more people get to know us. I’m also encouraging all of our teachers to embrace this exciting change.”
The rebranding working group also included Izzi at East Palo Alto parent leader Nora Melendez. “I never doubted, that our team of thoughtful individuals would do a great job,” said Melendez. “I feel most families will be able to better connect with the organization. Everything from the kid-friendly colors and design along with an approachable new name will feel more like a family-centered service.”
Izzi Early Education would also like to thank Sunlight Giving for their generous support during these historical times of change for the organization.
