Behavioral Health Branding Story
In the complex field of mental health care, clarity and consistency are the keys to a big impact. With a diverse audience, Community Alliance needed their brand to better reflect the quality of their outcomes and services, while staying true to their legacy as a part of the fabric of the community.
They could have handed the project to a number of marketing agencies, but they weren’t going to settle for just anyone. Specifically, they wanted a creative partner with behavioral health experience.
We interviewed a mix of internal and external stakeholders – payers, referral partners, board members and staff – and completed a competitive review. One of the biggest “aha” moments was when payers said that the original “Journey to Recovery” implied the organization took its time.
While the assessment revealed an area for improvement, it also conveyed that Community Alliance’s strong reputation and core mission needed to be preserved in the rebrand.
We used the audience’s insights to fuel our creative process, developing a number of logo and tagline options that aligned with the research findings.
“We landed on a logo that takes our visual legacy and heritage into account while bringing us into the modern era,” said Carole. “We also have messaging that better reflects who we are, what we do, and why we’re important.”
Now that the logo and tagline work is complete, we’ll bring these elements to life through a variety of print and digital media, including sales collateral and the website. While there’s still work to be done, the brand research has motivated the organization to evolve in ways that will pay off for years to come.
“We’re taking a closer look at what we offer and how we offer it to better align with needs and expectations,” said Carole. “I could have paid half as much for a new logo and tagline, but I would have never received this level of guidance. They are true professionals who understand the process required to do things right.”
“We realized we needed to emphasize results...This goes beyond marketing – it’s a cultural change.”
- Carole Boye, CEO, Community Alliance