It has been such an exciting time for our organization in getting to share our new name with the world. What is even more exciting is being able to use the opportunity to refocus on what is really important and what made me fall in love with this industry -- helping individuals find their way to an improved life through a better career.

When we started the naming process a year ago, we thought we would be able to roll out a new name and brand in six months. We wanted the name to be meaningful and something we could continue to grow with for a long time, so it was important to take the time to do it right. Throughout the process we came up with many options, but kept coming back to Thruline.

A ‘through line’ is a theme or idea that runs from the beginning to the end of a book, film, play, etc. In the world of nature, a ‘thru hiker’ is someone who travels the full trail without stopping. We are the connector, drawing a line between schools, students and employers. We help people discover their path for rewarding careers throughout their lives.

Making sure the student is at the center of all we do, creating a vibrant culture for our employees to do their best work and getting to make a difference while doing it is what Thruline is all about.

I am so proud of the team that worked on this. So many people contributed in so many different ways from the naming to design and assisting with launch. There is much more to come. Stay tuned for our fourth edition of the 2018 Higher Education Benchmarks and corresponding webinar, available soon.

Tracy Kreikemeier, Chief Marketing Officer