About Us
Umi is BIG!
Umi is magic!
Umi is real love and real support!
Umi offers the lasting connections that most people have difficulty finding in today's society. Umi serves as a role model, providing a sense of both history and direction and is a voice of reason, without judgment, tension, comparison, or shame.
Umi says “You are brilliant, brave, and meant to be here! You are wanted and deserving! Now rise on the shoulders of great people who have come before you!"
Welcome to the family!!
History
Umi, formerly known as Enduring Keys, Inc. (EKI), is a 501C3 nonprofit organization, that was founded in 2014 and received 501c3 status in 2020 to support youth and families in Newport News, VA. Recognizing the lack of local resources, EKI launched programs in summer 2019, just before COVID-19. Throughout the pandemic, community ties were forged by offering academic support and holiday assistance to families in need.
Becoming Umi
After spending two years with over 60 middle school students from Booker T. Washington Middle, school admin, their families, and other community stakeholders, EKI staff began a series of co-design and rebranding sessions to rebrand EKI. In the fall of 2024 we officially unveiled our new brand identity and strategic direction, Umi.
Umi is a dynamic force committed to nurturing young minds, developing families to seize every opportunity, and growing the community.
Who and Where do we Serve?
Umi serves youth and families in Newport News, with a specific focus on the Chestnut Avenue Corridor.
What do we do?
Our mission is to love, listen to, and support the youth and families in Downtown Newport News.
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Building kinship & bridges.
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Building belief in each other and a better Newport News.
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Creating moments of radical joy and hope.
We believe in a future where everyone is cared for like family, has unlimited access to the best right now, and feels empowered to create the life they desire.
How do we serve?
Our carefully curated, culturally relevant programming, kinship-building events, and bridge-building activities were designed to support the social, emotional, academic, and cultural development of youth, and events that are designed to foster kinship, healing, and radical joy.
Our Impact
Umi works with youth and their families in our community to make better parents make better kids who grow up to create a better community!
Umi sees and understands the struggles that the youth and families in our community face on a daily basis, because Umi grew up here too!
Umi understands that helping youth and their families thrive it requires kinship!
Umi understands that helping youth and their families thrive requires centering their voices and lived experiences.
Most of all, Umi understands that having an impact on this community is personal! It is about having a real impact on each person's life.
Our Team
Enduring Keys, Inc was founded in 2014 by LaKeisha 'Keisha' Brooks-Tyson, a 'round the way girl' from 24th and Chestnut. Thanks to her aunt, Khadijah Livingston, the 'OG' Umi, Keisha was granted the chance to explore life beyond Newport News, VA. With her aunt's dedication, support, her distinctive blend of 'tough love' and unique coaching methods, Keisha created a life that demanded offering the same support, opportunities, and tough love to youth whose experiences resembled her own. Now Keisha dons the title of 'Umi' for so many in our beloved community!
Currently, our committed executive team and Umi's Family Council are dedicated to advancing our mission. Their diverse knowledge, expertise, and connections within the community, and beyond, prove to be invaluable assets for our youth, their families, and our community!
Have a Question?
Do you have a question about who we are, what we do, or how you can get involved?!
Use the button below to contact us!