Greater Lakes Region Children’s Auction Unveils New Brand Identity After Year-long Process

Going forward, the organization will be known as the Greater Lakes Region Children’s Fund 

LACONIA—Leaders of the Greater Lakes Region Children’s Auction today unveiled a new brand identity for the 44-year-old organization that supports children in need in the area. Going forward, the nonprofit will be known as the Greater Lakes Region Children’s Fund.

The Children’s Fund will represent the organization’s philanthropic umbrella, which distributes hundreds of thousands of dollars each year to over 60 nonprofits, and since its founding, has donated over $9.2 million. The organization’s new URL is ChildrensFundNH.org.

Underneath that overarching foundation are the four annual events that drive key fundraising: the annual Children’s Auction, Pub Mania, Christmas in July and the Sweepstakes Social. Each of these main fundraisers feed the Children’s Fund.

“We are so excited to be launching this new branding,” Children’s Fund Executive Director Jennifer Kelley said. “It’s familiar yet fresh, and it ties together all that we do.”

A logo system for the new brand identity was created by Kate Lilly of Lilly Designs, the organization’s longtime designer and a staunch advocate. Lilly donated her services and spent a year working with the Children’s Fund’s Communications Committee.

The Children’s Auction was founded 44 years ago by the late Warren Bailey as a one-day collection to support local children; it raised $2,100 that first year and eventually grew into a week-long event. Over the past several decades, the organization has increased fundraising—and its capacity to make grants to nonprofits—by growing the number of events that raise funds.

The former logo for the auction was created at least 15 years ago.

The rebranding process with Lilly began a year ago as auction leaders surveyed over 5,000 area residents to gather feedback on whether the organization’s existing branding was still resonating, given the tremendous growth.

“We were grateful to receive feedback from so many people,” Kelley said. “It helped us to see that it was time to refresh our brand, ensuring it would stay true to Warren and the vision of the auction while also being mindful that we are more than the Children’s Auction. We do four events throughout the year, and our branding should reflect that.”

The new primary logo features two children at play, and Lilly said it reinforces the mission with a youthful feel and familiar elements—such as the font, color palette and gold oval—while secondary logos for the four events offer a simpler option for specific marketing needs.

“During this rebrand, we were mindful of how important and beloved the organization is,” Lilly said. “We didn’t want to introduce too many changes, but wanted updates that felt fresh, yet still honored the core identity.”

She added, “The elements are highly recognizable, and keeping them was essential for a smooth transition.” 

Logos for the events that support the Children’s Fund have evolved over time, with the exception of the Christmas in July logo, which was created simultaneously with the rebrand. In the past, event logos were used on their own.

“With this rebrand and the development of the Children’s Fund logo, the Children’s Auction can now be positioned as a supporting event for the fund, similar to Pub Mania, The Sweepstakes Social, and Christmas in July — with the potential for many more in the future,” Lilly said.

She also created what she calls a brand badge, a simple icon that can create a visual tie to the Children’s Fund when space is tight.

Doug Morrissette, chairperson of the Board of Directors for the Children’s Fund said, “Turning the organization into a year-round source of support has really been a team effort. We’re so grateful to everyone who helped refresh our look and lift up our mission so we can do even more for local kids and families.”

For more information, visit ChildrensFundNH.org. 

About the Greater Lakes Region Children’s Fund:

Numerous fundraising events in the Lakes Region throughout the year support the Greater Lakes Region Children’s Fund, including the Children’s Auction, our four-day signature event every December; Pub Mania; Christmas in July; and the Sweepstakes Social. In the past four decades we have distributed more than $9.2 million to over 80 nonprofits that serve low-income families and children in the Lakes Region, all through volunteer efforts, community donations and corporate sponsorship. The Auction falls under the umbrella of the Greater Lakes Region Charitable Fund for Children, a 501(c)(3) nonprofit organization that helps local community organizations that serve children and families in need. For more information about the Auction, the nonprofits it supports and how you can help, visit ChildrensFundNH.org.