As an outgrowth of the strategic planning that Allegan Area ESA completed in 2021, the organization embarked on a brand refresh project. The concept was to better align the district’s services and offerings and to communicate those to the public.

The story of Allegan Area ESA is about how the broader community best supports its individuals, families and school districts. When every student’s interests, goals, needs and desires naturally differ, the community that supports them must be open and inclusive of the diversity of perspectives and lived experience they service. 

“Allegan Area ESA understands that to most effectively support their students and district communities, their programing has to be responsive, open to and actively seeking out and leading with new, relevant, and innovative ideas,” said Superintendent William Brown. “The refreshed brand is all about the community supporting the unique needs of individual students.”

Besides a new logo, the district also has new colors and some of the buildings have had name changes. The brand roll out has started with social media, website, letterhead and business cards. Over the next few months there will be new signage in front of all district buildings.

One of the biggest changes to the brand is how the agency is referenced. In the past, depending on who you were talking to, the organization might be Allegan AAESA, AAESA, or Allegan Area Educational Service Agency. The agency will now be known as Allegan Area ESA. 

Some of the district buildings have undergone name changes. The Allegan County Area Technical and Education Center, also known as ACATEC, will now be known as the Tech Center. Hillside Learning and Behavior Center will become Hillside Learning Center. The Hillside Young Adult Campus will now be called the Transition Center.

“This is a very important step for our organization,” said Brown. “Our new logo is fresh and contemporary. It portrays the forward-thinking approach we have to education here at the Allegan Area ESA.”