180_CaseStudy_Cover_Desktop
180_CaseStudy_Cover_Mobile

CHALLENGE

The story of OneEighty began as the combination of two distinct organizations, STEPS at Liberty Center and Every Woman’s House, under one umbrella. The ambition was to establish a dynamic, integrated health system for people experiencing addiction, mental health, and domestic violence issues. However, the challenge was finding ways to unite everyone (internal and external) around a common identity.

 

After two years of trying to rebrand themselves as Liberty Center Connections, the name gained little traction or loyalty. Both leaders and employees wanted to retain their old identities, creating further confusion about who they were and what they did. As a result, they turned to designRoom to help them establish a new brand that would signal their evolution while building on existing equities and reinforcing their commitment to the community.

INSIGHT

The organization had completed some research during previous branding work; however, we enriched the existing data through a collaborative, two-day discovery session with key stakeholders – the CEO, key staff members, and the branding committee – to uncover mutual values, attributes, and strengths of the combined organizations.

Solution

After analyzing the synergies between the organizations, we determined that they shared a common thread of empowering their clients to shift the direction of their lives. The universal theme of changing direction, or doing a 180 degree turn, led to the creation of the name OneEighty.

 

Beyond the name, we created a new visual system and tagline inspired by the idea of helping people change directions. The multicolored logo represents the blending of two organizations and services, while the arch or half circle signifies the 180-degree turn, as well as individuals’ path to recovery.

Impact

Today, OneEighty is a united organization that possesses greater credibility and momentum within their community.

 

The new brand was unveiled at an annual event in 2016, receiving universal applause and positive feedback.

 

Even more importantly, the brand positioned OneEighty to quickly launch their $2 million capital Campaign for Recovery, which supports the development of a new residential treatment center for women. As the organization continues to seek community support and funding, it can do so as a cohesive unit that shares a common purpose and values.

“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

  • X