SARANAC LAKE — Adirondack Economic Development Corporation has unveiled a new logo, website and social media approach as part of an extensive rebranding initiative.

The 501(c)3 nonprofit organization that has been helping foster North Country businesses since 1976.

“At the heart of this rebranding is the new logo,” board Chair Wayne Thomas said in a press release. “It has been decades since our organization updated its logo, and we have rededicated and grown our work across the region. We wanted a new and vibrant, instantly recognizable logo to help represent the commitment to our work with existing and new small businesses and entrepreneurs across northern New York state.”

The website, www.aedconline.com, offers a fresh new design with an emphasis on user experience and easy-to-access resources for those seeking information about the work of AEDC.

“We’ve wanted to update and expand our website for some time, and the COVID-19 pandemic has heightened the need for real-time web access to resources and information for our clients and regional residents,” said Victoria Zinser Duley, AEDC executive director.

The new website and logo were developed through a collaborative process with the Plattsburgh-based marketing agency Boire Benner Group.

AEDC provides paths to self-employment through group-training coursework one-on-one technical assistance and business counseling, access to capital through micro-lending programs, and networking of program graduates and their businesses.

One of AEDC’s new initiatives in 2020 included launching a Financial Literacy Program for adults. This program empowers community residents to have the knowledge and tools to make sound short and long-term financial decisions and enables them to more fully participate in their local economy. This program is customized to participants’ needs.

The organization expanded business counselor staffing in 2020 and continues to provide one-on-one intensive counseling to micro-entrepreneurs for start-up or existing businesses, and to assist minority or women-owned business enterprises (M/WBE) with New York state certification. Each of these programs is confidential and offered at no cost.

The mission of AEDC is to advance economic opportunity in North Country communities through support for existing and new small businesses. The organization serves a 14-county area across northern New York, encompassing Clinton, Essex, Franklin, Fulton, Hamilton, Herkimer, Jefferson, Lewis, Oneida, Oswego, Saratoga, St. Lawrence, Warren, and Washington counties.