Case Study: Assure Women’s Center Rebrand



An Omaha-area women’s center wanted to increase awareness of their new location in West Omaha.


Following focus groups with the target audience, and extensive interviews with the board and staff, problems and opportunities began to emerge.

1. The current title of the women’s center, “AAACPC”, had little relevance

2. Young women didn’t like the title “pregnancy center”

3. A new location required a new identity

Following the newfound information, Sleight Advertising created a new name, logo, tagline, and brand identity. The new name of “Assure Women’s Center” tested strongly in our two focus groups. It also fits perfectly with the center’s new focus on caring, non-judgmental treatment and education.

Assure Women’s Center Logos


Visits to the original location in Northeast Omaha increased dramatically; 100% of all visits to the new West location were direct results of the new campaign.

In addition, the television spot was written, produced, and shot by Sleight Advertising receive the Bronze Telly Award (2nd Prize) for the category Local TV/Cable Not-for-Profit Commercial.

Assure Women’s Center Tagline