Welcome to New Life’s Brand Book #
Here you’ll find a practical guide to how our brand inspires what we do, informs what we say and shapes how we say it. By communicating our key messages clearly and consistently we can connect with more peopleto get involved in our mission
Mission and Vision #
Our Mission
New Life Furniture Bank of MA provides gently used household furnishings to individuals and families transitioning out of homelessness
Our Vision
We envision a future where no one is forced to live, eat or sleep on the floor.
Our Name #
Our legal name is New Life Furniture Bank of MA, Inc, but for ease, you can refer to us as New Life. We should try to steer clear of acynoms and other abbreviations, such as NLFB, NL, or New Life Furniture Bank. Acronyms remove some of the humanity of the organization and in a world of acynoms can lose some of the impact of our name. Other abbreviations, aside from New Life, can lead people to our sister organization in Ohio.
History and meaning of our name #
New Life was originally named New Life Home Refurnishings, Inc, but changed our name to better communicate our mission.
Our name has deep meaning and it depends on the side of the operations which jumps out at you. The most common understanding is that we are giving a “new life” to gently used furniture – saving it from the landfill. Another interpretation is that new home with furniture marks a turning point for our clients. Whichever understanding you gravitate to, our name represents positive change.