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CHALLENGE

As drug addiction and overdoses continue to rise at unrelenting rates, treatment providers are at the forefront of this national crisis. NAATP’s role is to bring them all together, ensuring they share best practices, develop standards, and advocate for new policies and funding that can lead to real change.

 

While NAATP has been an effective forum for some time, the brand was outdated. Members questioned if the organization had lost its pulse within the rapidly changing industry.

 

With new leadership in place, NAATP was poised for a rebrand. Having met designRoom at an addiction industry conference and knowing our work in the behavioral health space, they selected us as the new brand guardian.

“I knew we needed a change and the process validated my suspicions that the look was old and dated. I had the rationale already."

 

Marvin Ventrell, Executive Director, NAATP

INSIGHT

In addition to having in-depth conversations with NAATP’s new executive director about his vision, we conducted a brand assessment by surveying NAATP board members, association members, and referring providers.

 

Their perceptions aligned with NAATP’s suspicions; the brand was lackluster when it needed to be innovative and inspiring.

Solution

We used the brand assessment to develop a modern logo and supportive tagline. The logo includes a hexagon icon made up of three distinctly-colored sections of mini triangles that represent the organization’s three core services: Voice, Vision, and Leadership.

 

The new logo also emphasizes National Association at the top of the design. Since NAATP was known by their acronym only, we spelled out the full name the reinforce their national presence and create awareness about who they are and what they do, which is especially important for new addiction treatment providers entering the field.

 

The new tagline, VOICE. VISION. LEADERSHIP., speaks directly to NAATP’s value and aligns with the meaning behind the icon we created for the logo. We knew it was important to emphasize the organization’s contributions both visually and through messaging. The message matches the mark; the mark matches the message.

 

Finally, the purple, orange, and grey color palette conveys strength and stability, and it’s distinct from other industry brands.

“This was an important representation of our shift in leadership and strategy. At first, our board members wondered how expensive a rebrand would be, but their doubts were put to rest as soon as they saw the production value. People were so impressed and really embraced it."

 

Marvin Ventrell, Executive Director, NAATP

Impact

NAATP unveiled the new brand at a conference in 2016 and was met with praise from members, board members, and influencers across the industry.

 

In addition to getting a healthier brand, NAATP now has a solid brand partner whenever they need us.

“I trust them with my brand. I trust them with my marketing business. They will not steer you wrong. They will ensure everything is on point moving forward.”

Lauren Byers, Vice President, MarshBerry

"Our client base increased. Our staff base increased. Our reputation and notoriety in the industry increased. The branding has lifted us up to be very confident.”

Denise Corbisiero, COO, Integrity Billing

“We trust them as true professionals who really understand the process that’s required to do things right.”

Carole Boye, CEO, Community Alliance

“They really bring in the heart behind the message. They tell the story in ways that are compelling. They’re really creative and that matters.”

Anthony Guido, VP of Communications & Marketing, Cohen Veterans Network

“…we really felt that they understood what we wanted to accomplish. They listened to us instead of puking their process on us.”

Laura Bren, President, Deeley Insurance Group

“Loved the process – we got so much more than a new logo; helped us unite around a common mission and language.”

Travis Pearson, CEO, Endeavors

“This input helped us work better together as a team. The whole brand refresh process was a wonderful team building opportunity.”

Matthew Wolf, Vice President, Seabrook

“We never had the production value in terms of the presentation/signage – the quality was new and impressive and people really embraced it.”

Marvin Ventrell, Executive Director, National Association of Addiction Treatment Providers

“Take the time to let designRoom get to know you. It is amazing that they get to the core of who you are…”

Jonathan Lee, President & CEO, Signature Health, Inc.

“They became much more like partners deeply embedded inside our business.”

Travis Mlakar, President, Millcraft Paper

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