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Behavioral Health Rebranding Success Story

Branding Challenge

Sometimes, the smallest beginnings turn into the greatest stories.


When Jonathan Lee started North Coast Center in 1993, it was a one-person (Jonathan) operation in a tiny, windowless office. Today, it looks much different with 650 employees and multiple facilities that serve more than 20,000 patients.


While the organization scaled in scope and size, Jonathan knew their marketing – mainly tri-fold brochures – wasn’t cutting it anymore.


Drawn to designRoom’s behavioral health expertise, Jonathan approached us for simple logo and collateral updates. We convinced him that we needed to take a more holistic approach, starting with the brand. Ultimately, this changed the course of their dynamic story.

Branding Insight

Before making any recommendations, we did a combination of internal and external discovery sessions. While reviewing the competitive landscape was helpful, our interviews with Jonathan about their audience were even more impactful for both him and us.


When we dialed into who their patients were, where they came from, how they got there, who referred them, etc., a lightbulb went off. We realized that the majority of patients weren’t forced to seek recovery services.


They wanted the help and relied on referrals from other trusted health care providers, who also wanted to get them help immediately. Speed and access were the keys.


This aha moment not only shaped the brand but how the organization operated fundamentally.

Branding Solution

Given the breadth and depth of their services, we changed the name from North Coast Health Center to Signature Health. Signature Health echoes the organization’s expansiveness and “signature” promise of supporting patients’ overall health, no matter what issues they have.


The new tagline, When you need help now, speaks to the ability to provide you – with you being the patient, the medical provider, the family member, the referral source – with immediate help.


Together, the new name, tagline, logo and messaging platform empowered Signature Health to rally internal staff and partners and elevate their image within Cleveland’s dynamic health care community.

Branding Impact

When Signature Health began the relationship with designRoom, the company’s revenue was roughly $8 million. Today, it's $34.6 million. And collectively, it’s $50 million. While operational changes and expansion sparked continued success, the brand was the catalyst. It’s over 10 years old, but it influences the business to this day.


designRoom continues to protect the integrity of the Signature Health brand and develops new ways of expressing it to their different communities.


“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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