From the Executive Director: Our New Name

Dear Friends, Colleagues, and Community Stakeholders:

We hope you’re well and enjoying the beginning of spring. It’s a wonderful time for us organizationally, and we’re so excited to announce the unveiling of our new name, Center at 353.

In 2022, TCS Board of Trustees, staff and many committed stakeholders worked together to develop our five-year strategic plan. It was a rigorous, thoughtful, and ultimately successful process. The overarching goal was to focus on the growing mental health needs of our community and ways in which, over the next five years, we could provide exceptional, evidence-based services and education to as many people and partners as possible while broadening and growing our organizational reach. That goal included the commitment to change our name to ensure clarity around who we are, what we do, and to convey an ethos that is equitable and welcoming.

Our Naming and Rebranding Task Force kicked into full gear in August 2022. We examined questions designed to help us focus on our mission and vision. We explored in great depth, ways to communicate our vision where everyone in our community has access to mental health resources and support needed to achieve wellbeing. Our task was to communicate a name and brand identity that best incorporated our goals.

There is no organization like Center at 353 in the greater Princeton area. We treat children, adolescents, adults and seniors and accept most major insurances including Aetna, BCBS, Medicare, and Princeton Theological Seminary insurance. We process out-of-network insurance. We have a sliding scale and provide grant-funded care to those who qualify; our fundraising is focused on closing the gap between what clients are able to pay (including the gap in insurance reimbursement) and our cost of service. There are many special things that set us apart from other organizations and practitioners including that no one is turned away due to lack of financial resources. When people call for support, every call is returned, and our intake coordinator works with prospective clients to match them with the right clinician to meet their needs – either at Center at 353 or with another mental health provider or agency in the community. We are here to help.

For more than five decades, Center at 353, formerly TCS, has provided exceptional mental health services to our community through evidence-based clinical practice and education. We remain steadfast in our commitment to provide equitable access to care for decades to come.

We are excited and proud to share with you our new name and logo:

We look forward to hearing your thoughts about our new name and brand identity and hope you will help us spread the word.

Best wishes for a lovely spring and summer.

Warm regards,

Whitney and Team Center at 353