LPK Creates Brand Identity for National Runaway Safeline

28 Jan 2013
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CINCINNATI (January 28, 2013)—Libby Perszyk Kathman (LPK) is pleased to announce the work on National Runaway Safeline’s new national brand identity has launched.

Since its inception in the early 1970s, National Runaway Safeline (previously known as National Runaway Switchboard), a non-profit organization located in Chicago, IL, has established itself as a relevant organization with deep roots to its mission: keep America’s runaway, homeless and at-risk youth safe and off the streets.

Between 1.6–2.8 million youth run away every year. NRS receives over 100,000 calls a year.

“LPK is a true partner. Their team enrolled and educated us in the verbal and brand strategy process,” said Executive Director Maureen Blaha. “We knew we needed to refresh our brand—but a name change was a big leap for our organization, our board, volunteers and staff. We’re confident that this new identity will allow us to connect to today’s runaways (and at-risk youth), and help keep them safe and off the streets for many years to come.”

LPK’s first task was to uncover whether or not the brand impression was living up to their mission. In an attempt to stay true to NRS’ mission of fostering a better connection with teenagers, LPK conducted research. Very quickly, LPK learned that the term “switchboard” no longer resonated for today’s youth.

“Our goal with our verbal strategy was to very quickly convey the core purpose of NRS,” says Creative Director Chris Andruss. “We wanted it to provide their callers with a safe, secure connection to immediate assistance—hence Safeline.”

“NRS is similar to our global, purpose-driven clients such as International Bird Rescue and Global BrightLight Foundation, where our team is fortunate to have an opportunity to actually create a strategy that will impact someone’s life, our environment—and ultimately make our world a better place,” said Brand Director Matt Fearn.


About LPK

LPK is an international brand consultancy where remarkable people build leadership brands. For us, brand building is about anticipating future forces, developing strategy, designing and innovating. For our clients, those pursuits create value, sustain leadership and transform business.

LPK’s portfolio of leading brands and long-term client relationships attracts some of the world’s best and brightest creative minds. Our ability to combine strategic skills, creative disciplines and cross-cultural perspective results in brand-building innovation across media, geography and time.

With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. We have developed and managed brand design franchises for some of the world’s most successful businesses.

LPK’s independent spirit champions a vibrant creative culture. We have been recognized by The Wall Street Journal as a “Winning Workplace.” HOW magazine describes us as “one of the largest and most influential branding agencies on the planet.”