Refresh not Rebrand: How to Update Your Brand Without Changing Your Identity

Many of us grapple with whether or not to spend scarce resources on rebranding. Apex did, and we are here to tell you why it paid off. Learn how we accomplished a full update of all of our external tools (logo, website, activity guide and registration system), the budget and whether or not we used contractors to help us.


Learning Objectives
Following this session, learners will be able to:

  1. Evaluate if an organization needs to refresh/rebrand.
  2. Identify the fundamental standards in each of these sections.
  3. Determine if to hire an outside consultant and how to go about doing so.




NRPA Education online learning content is accessible for 180 days from the date of your registration. The learning content is available for registration for one year from the date of origination.

Katie Groke Ellis

Director of Marketing, Communications and Community Outreach

Apex Park and Recreation District

Katie Groke Ellis is currently the Director of Marketing, Communications and Community Outreach at the Apex Park and Recreation District. Previously, she was a Senior Associate at SE2 and Director of Communications and Marketing for Big Brothers Big Sisters of Colorado. She is the former National Program Manager at The White House Project and has a background in recruiting and training women to run for office, managing comprehensive communications campaigns and organizing the community to take action. A graduate of the University of Wyoming where she played on a soccer scholarship, Katie has worked with the NCAA, Choice USA, Springboard Enterprises and Planned Parenthood of the Rocky Mountains. Katie has a Masters Degree in Public Administration from the University of Colorado at Denver. Katie also sits on the Board of Directors for the Arvada West High School Foundation, the Arvada Vitality Alliance and the Arvada Chamber of Commerce.

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