Business Challenge

For over 160 years, Bellewood Home for Children and Brooklawn Child & Family Services, have provided an array of therapeutic services and comprehensive care for children and families across the state of Kentucky.  The challenge became:  How can the two entities come together to better serve their populations in care now and in the future?


In 2012, Bellewood and Brooklawn merged to form Uspiritus with a Vision & Mission built upon the two agencies’ heritage of healing the hearts and minds of abused, neglected and homeless children.

the pepper group, ltd.  led the effort in developing the naming and identity for the Uspiritus brand. The name, Uspiritus, has “spirit” at its core. “Spirit” reflects both the resilient determination of the children it serves and the faith heritage of the two original entities’ founding churches, the Presbyterian Church USA and the United Church of Christ.  

The merger made Uspiritus  the largest and most comprehensive care agency for at-risk children and foster families throughout the Commonwealth.


Uspiritus was launched on 12.12.12 with a press converence including city and state government officials, state leaders, a wide range of media outlets and general supporters of Child & Family Welfare in Kentucky.

Our firm continues to lead agency’s branding efforts including development and execution of stategies, events and communication tools to educate and inform both internal and external audiences about Uspirtius and its continuum of care.

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