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United Way Unveils New Brand Strategy to Reflect Its Transformative Approach Forward 

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Rebranding Impact: United Way Introduces New Brand Strategy to Enhance Community Engagement and Global Influence

Today, Inland Southern California United Way (ISCUW) joins United Way Worldwide (UWW) to announce a refreshed brand to reflect the organization’s reach and impact in communities as one of the world’s largest and oldest privately funded charities that helps over 48 million people annually,  including 1 million people in the Inland SoCal Region. 

“The global brand refresh is a significant milestone in our organization’s 137-year history and represents our  commitment to evolve and innovate in order to meet the changing needs of our communities worldwide,”  said Angela F. Williams, president and CEO of UWW. “It signifies our organization’s longstanding journey,  while also embodying our transformative approach to remain relevant, sustainable, impactful now and in  the future.” 

United Way’s global brand refresh effort comes at a time when data reveal a decline in the proportion of  Americans who volunteer or contribute to nonprofit organizations. Through this renewed strategy, United  Way aims to spur greater engagement and action among the public and reinforce what United Way stands  for, how it’s different, and why audiences should be engaged with the work of United Way. Underpinning  the revitalized brand are four impact areas – youth opportunity, healthy community, financial security, and  community resiliency – that highlight United Way’s expertise and unwavering commitment. 

“By aligning with the global brand refresh, and further unifying with our global network, our United Way will  be better equipped to tackle the unique needs of our community and drive meaningful change in the lives  of individuals and families here in the Inland SoCal Region,” said Kimberly Starrs, president and CEO of 

ISCUW. “This strategic branding approach helps us to better amplify the impact we are having not just in the Inland SoCal Region, but in all communities where we operate.” 

UWW’s global brand refresh was informed by a comprehensive and robust brand discovery process that  included both qualitative and quantitative research at the local and global level reflecting the needs of  communities. 

Additionally, United Way is rolling out a new branding campaign theme, “United is the Way™.” By activating  the United Way name into a declarative statement of purpose, “United is the Way” invites all people and  communities to take action and make a bigger impact, together. The brand refresh also includes a  revitalized visual identity, in which UWW’s iconic circle of hope logo has been unboxed to signify the  dynamic nature of the 137-year-old organization, which – through its deep roots in tens of thousands of  communities around the world – listens and responds in real-time to changing, pressing needs. 

UWW’s new brand will be rolled out across all communication channels, including a refreshed website. The  organization is confident that the global brand refresh will resonate with its diverse audience and inspire  increased engagement and support of communities around the world.  

The Inland Empire Business Journal (IEBJ) is the official business news publication of Southern California’s Inland Empire region - covering San Bernardino & Riverside Counties.

Philanthropy & Nonprofits

Good Company OC Launches as Collaborative Workspace Hub for Mission-Driven Organizations

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Big Brothers Big Sisters of OC & IE Opens Affordable, Fully Equipped Offices for Nonprofits and Community-Focused Groups

Big Brothers Big Sisters of Orange County & the Inland Empire (BBBS OC/IE) has officially launched Good Company OC, a flexible, collaborative workspace offering designed to empower small and mission-driven organizations. Housed within the organization’s 53,000-square-foot headquarters on Edinger Avenue in Santa Ana, the new suite features 14 fully furnished workspaces—from open cubicles to private offices with sweeping floor-to-ceiling windows.

Located just off the 55 Freeway, Good Company OC is poised to become a central hub for nonprofits and community-minded businesses across the region. Its aim is to cultivate an environment that fosters connection, productivity, and innovation for organizations committed to social good.

“We are very pleased to have this wonderful opportunity to open our beautiful space for the benefit of other organizations serving our community,” said Sloane Keane, CEO of BBBS OC/IE. “It’s planned to provide an environment for mission-driven organizations to innovate, increase productivity and share expertise.”

The new workspace initiative builds on the organization’s history of impact and community leadership. In addition to hosting BBBS OC/IE’s own operations, the headquarters has become home to the largest concentration of nonprofit offices in Orange County—a trend Good Company OC aims to expand upon. While nonprofit tenants remain the core focus, the space is also available to for-profit businesses and community organizations aligned with a social purpose.

Features and Amenities

Tenants at Good Company OC benefit from:

  • Fully furnished offices and cubicles
  • A 200-square-foot conference room with Zoom/Teams integration
  • High-speed Wi-Fi, color printing/scanning, and 24/7 building access
  • Dedicated mailing addresses
  • Access to an 1,800-square-foot training room and a professional-grade video podcast room

The layout and design of the building are intentionally optimized to facilitate interaction, with shared spaces that encourage networking and idea exchange between tenants.

With its blend of modern amenities, central location, and affordable pricing, Good Company OC is poised to become a thriving incubator for nonprofits, start-ups, and impact-focused ventures in Orange County and the Inland Empire.

To learn more or apply for workspace, visit www.goodcompanyoc.org.

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Philanthropy & Nonprofits

Economic Partnership Strengthens Ties Between Inland Empire and Vietnamese American Business Leaders

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IERCC and VABA Align on Strategy, Community Investment, and Global Trade Opportunity

In a bold step toward inclusive regional development and cultural celebration, the Inland Empire Regional Chamber of Commerce (IERCC) has announced a strategic partnership with the Vietnamese American Business Association (VABA). The collaboration will strengthen economic and community ties between the Inland Empire’s diverse business community and one of the most dynamic entrepreneurial networks in California and beyond.

While the partnership will formally launch with IERCC’s support of VABA’s landmark event—“Gratitude to America: 50 Years of Strength, Culture, and Community”—scheduled for Saturday, May 31, 2025, in Fountain Valley, the alliance represents much more than a one-time collaboration. It marks the beginning of a strategic vision to foster opportunity, cultural exchange, and innovation across both organizations and their vast networks.

“This partnership is rooted in shared values—resilience, innovation, and the entrepreneurial spirit,” said Edward Ornelas, Jr., President & CEO of the Inland Empire Regional Chamber of Commerce. “As we continue to build bridges between communities and economic sectors, our collaboration with VABA represents a long-term investment in leadership, cross-cultural growth, and business opportunity.”

The Chamber is proudly serving as a community partner, aligning its support with its broader mission to uplift diverse business communities, amplify cultural legacies, and empower inclusive leadership.

The Gratitude to America celebration will take place at the elegant Saigon Grand Center in Fountain Valley from 4:00 PM to 10:00 PM, and is expected to draw over 300 leaders, entrepreneurs, investors, and civic influencers. The evening is a tribute to the 50-year journey of Vietnamese Americans since arriving in the U.S. as refugees—a journey defined by extraordinary resilience, innovation, and contribution to American life.

Guests can expect a red-carpet reception, live entertainment, and networking in a space enriched by history and forward-thinking dialogue. The program includes keynote speakers, a panel discussion titled “From Vietnam to the USA,” a grand dinner, a tribute to community pioneers, and the prestigious VABA Awards of Recognition. Honorees will be recognized for their excellence in business, technology, public service, and cultural impact.

“This is more than an event—it’s a living tribute to the resilience of our past, a celebration of the strength we carry today, and an unwavering vision for a brighter, united future,” said Teresa Hoang, Director of VABA. “We are honored to have the Inland Empire Regional Chamber of Commerce support this milestone and share in our mission to empower new waves of leaders and celebrate the Vietnamese American spirit.”

The event’s agenda includes a 4:00 PM red carpet reception with live music and a timeline mural chronicling key moments in Vietnamese American history. The opening ceremony begins at 6:00 PM, followed by dinner and the awards program. A cultural showcase and a panel discussion will highlight the evening, concluding with a special tribute and networking hour.

IERCC members are invited to attend and can enjoy 30% off general admission using the code IERCC30 at checkout.

In addition to the event, IERCC and VABA are laying the foundation for long-term collaboration through several strategic initiatives. These include hosting bilateral business forums exploring U.S.–Vietnam trade opportunities, delivering bilingual small business development programs, launching mentorship pathways for young professionals, and organizing culturally infused networking events across Southern California. The organizations also plan to jointly advocate for inclusive economic policies and explore international trade missions that connect Inland Empire businesses to emerging markets in Southeast Asia.

“As we reflect on 50 years of progress, we’re also charting a future defined by collaboration, opportunity, and bold vision,” Ornelas added. “We’re not just honoring history—we’re building the next chapter of inclusive economic leadership.”

Founded in 2011, the Vietnamese American Business Association operates across 12 U.S. states and 8 countries, providing a platform for Vietnamese American professionals to network, advocate, and thrive. Guided by its mission to “Speak with One Voice,” VABA has positioned itself as a force for global advancement and meaningful cross-cultural partnership.

For more information about the event or to RSVP, visit www.vabaus.com or contact info@vabaus.com.

To learn more about the Inland Empire Regional Chamber of Commerce and its strategic initiatives, visit www.iechamber.org.

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Philanthropy & Nonprofits

Inland Southern California United Way to host United for Good annual fundraising gala

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Celebrating Community and Compassion: Inland Southern California United Way’s Gala to Support Local Programs

Inland Southern California United Way will hold its annual fundraising gala, “United for Good,” on May 2, 2025, at 6:00 PM at Agua Caliente Casino Resort Spa, 32-250 Bob Hope Drive, Rancho Mirage. Funds raised will support programs and services that build thriving futures in Riverside, San Bernardino, and East Los Angeles Counties.

Hosted by Emmy Award-winning KESQ-TV anchor Peter Daut, the gala celebrates United Way’s achievements over the past year and sets the course for the next one.

“Our gala is more than a fundraising event,” said Inland Southern California United Way President and Chief Executive Officer, Kimberly Starrs. “It’s a celebration of unity, hope, and the belief that every person deserves the opportunity to thrive in a world often divided by differences.”

Inland Southern California United Way serves over one million people a year and reaches nearly half a million households. Now in its second year since merging with United Way of the Desert, it has expanded services to the Coachella Valley, providing greater support to resource-limited communities.

The United for Good gala, produced by Palm Springs-based Momentous, will honor Dr. Tim Jochen and Mr. Lee Erwin and Contour Dermatology with the 2025 John J. Benoit Community Hero Award, United Way client Jack Lewzader with the 2025 Lisa Wright Spirit of Determination Award, Costco with the 2025 Community Impact Award, and Supervisor Yxstian Guetierrez with the 2025 Legislator of the Year Award.

The evening kicks off with a cocktail reception and silent auction, followed by dinner and a program that includes an exciting live auction featuring one-of-a-kind experiences, exclusive trips, and other unique items. The gala concludes with dancing to DJ Mod Girl, Coachella Valley’s favorite DJ, known for her catchy energy and spirited performances that keep the crowd moving all night long.

Platinum Sponsors are the Grace Helen Spearman Foundation and El Paseo Jewelers. Gold Sponsors are US Bank, Niagara Water, and Kaiser Permanente. Silver Sponsors are Inland Empire Health Plan, Moreno Valley Unified School District, Armtec, Desert Healthcare District, and PNC Bank. The Dinner Sponsor is Contour Dermatology, the Valet Sponsor is the Parkview Foundation, and the Photo Booth Sponsor is TruEvolution. KESQ-TV is the lead media sponsor, and Local IQ/The Desert Sun is a media partner.

“As you enjoy the evening surrounded by friends, community-minded advocates, and fellow supporters, know that you are making a difference—one person at a time,” said Starrs. “Together, we can uplift our communities and empower everyone to reach their full potential.”

For more information or to purchase gala tickets, visit www.inlandsocaluw.org/gala-2025.

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