Home  >   Work   >   Pillar Care Continuum (formerly CPNJ): Rebranding a Vital Healthcare Services Organization

Pillar Care Continuum (formerly CPNJ): Rebranding a Vital Healthcare Services Organization

Cerebral Palsy of North Jersey (CPNJ) was founded in 1953. Today, serving more than 1,500 families, the agency assists an increasingly diverse population (beyond cerebral palsy) across its Early Intervention Program, Schools, Group Homes, Community Therapy and Adult Training Centers.

Given the agency’s diversity beyond CP, there was a pivotal question to answer – does CPNJ’s brand align with its business strategy? After years of internal debate, and more than 65 years as CPNJ, leadership and Board entrusted Trajectory to guide the organization in determining if now was the time to rebrand. And if so, to guide the initiative.

Following an extensive brand and marketing audit – and enlisting people across different key stakeholder groups to believe and buy-into what was possible for the organization – it was determined that it was the right time to rebrand CPNJ.

Ultimately, by building consensus, showing empathy, and continually going back to the objective evidence for change, we came away with a healthcare rebranding result that everyone is proud of – an organization rebranding to Pillar Care Continuum. 

Pillar Care Continuum is a brand that better reflects the purpose and story of this long-standing organization, and a brand that both insiders and outsiders are embracing and rallying behind.


  • Discovery Brand Audit: Landscape, Organization, Audiences, Competition
  • Leadership/Board Sessions
  • Rebranding Business Case & Roadmap
  • Refined Brand Story, Voice, Positioning & Messaging
  • Brand Architecture
  • New Name, Logo & Tagline
  • Visual Identity System
  • Brand Guidelines
This has been many, many years in the making. We could never have reached this point without Trajectory's commitment, guidance and support. Thank you for all your help!