Out with the old
“Rewrite Your Financial Story” — the tagline that embodied the work of OnTrack WNC for the last 10 years — closes its final chapter this August.
Although the old tagline implied a fresh start, we thought it also carried unintended negative implications and didn’t exactly fit who we are now.
Our old tagline implied that what you are doing is not working, and to move forward, you must ‘rewrite’ the past. Some of us felt like it could come off as judgmental; however, others appreciated how the old tagline embraced new beginnings and wanted to keep that sentiment.
Introducing: “Reimagine Your Financial Future”
We believe “Reimagine Your Financial Future” — OnTrack’s new tagline — honors the past, while embracing the future.
Ellen Szedon, a Financial & Housing Counselor who has been with our organization for more than 15 years, remembers how much she loved incorporating the concept of a fresh start to our old tagline.
In its current iteration, Szedon said, “‘Reimagine’ is so much more expansive than ‘rewrite’.”
Together, we worked to create a tagline that highlights how money is not about changing your story completely, but embracing the person you are and being curious about the changes you can make to achieve your future financial goals. It adds the reframing mindset to our tagline that we encourage our clients to adopt when thinking of their personal finances.
Bethany Osborn, Director of Development, noted that updating the tagline "is just us reimagining the future of our organization.”
Inclusivity and Intentionality
At OnTrack WNC, we believe everyone can achieve their financial goals with support, self-compassion, and a little intentionality. Our new tagline specifically highlights the latter.
“There’s so much intentionality about everything we do,” said Rebecca Strimer, Director of Counseling. “We realized ‘rewrite your story’ wasn’t landing for everybody.”
As part of our process, we ensured our new tagline translates well to Spanish. “Reimagina tu futuro financiero” looks and sounds similar while carrying the same meaning.
In 2026, OnTrack WNC added a bilingual traveling educator to our team to help expand our reach to the Latine community in Western North Carolina. By fall 2026, we will begin offering our Spanish-language workshops.
We hope to share our vulnerable, shame-free approach with more of our community members as time goes on. This is just our first step.
