STAPLES, Minn. (13 June 2018) – National Joint Powers Alliance (NJPA) announces the launch of its new brand name, Sourcewell, to better reflect its purpose and to position itself for ongoing local and national growth. Founded as an Educational Cooperative Service Unit (ECSU) to serve Cass, Crow Wing, Morrison, Todd, and Wadena counties in 1978, the organization’s core focus on education and schools has continued as it has expanded to serve other government entities and nonprofits in Minnesota and across the country.
The name National Joint Powers Alliance worked well for the organization for many years, helping it expand its cooperative purchasing program across North America. With the expansion, the organization has also been able to grow locally and strategically reinvest in central Minnesota schools and communities.
New name, same mission & services
After nearly two years of research and planning, NJPA officially became Sourcewell on June 6, 2018. In a world filled with acronyms, the name Sourcewell stands out and begins to describe the organization’s purpose and mission.
“As we continue to grow our services regionally and throughout North America, we recognize the opportunity to rebrand under a name that better suits who we are for all members,” says Dr. Chad Coauette, Sourcewell executive director and CEO. “We strive to be a trusted partner and a valuable Source for information, planning, and training. We are not satisfied just providing responsive solutions; we want to deliver them Well.”
For local communities, the name is the only change. Sourcewell’s mission, vision, values, and services are not changing. Membership status and contract availability will continue to operate as before.
“Every era in this organization’s 40-year history has been marked by a change in branding that really reflects our mission,” says Travis Bautz, Sourcewell director of marketing. “Going forward, we’re going to continue to increase our services and connectivity to our members. We have a building full of people that are inspired by the work you’re doing in our communities and we are dedicated to being an important source for you in that work. Our refreshed brand and name reflect that commitment.”
New name, new look
The visual representation for Sourcewell is made up of a mosaic. The pieces represent the city streets, parks, schools, and integral roads connecting them all. The orange arrow signals forward progress for the communities we serve. Sourcewell’s refreshed color palette of orange and steel blue, with accent colors of olive green, teal, bright blue, and violet convey energy and trustworthiness.
As part of the rebrand, Sourcewell has also unveiled a new website. Visit sourcewell-mn.gov to learn more about the organization and how it can serve you.