Behavioral health is not a subject often discussed at social gatherings, on the golf course, or just hanging around with friends and neighbors. For those not familiar with the term “behavioral health”, it’s the softer term for “mental illness”.

 

So how do you brand an organization that provides mental health and substance abuse services, is one of Connecticut’s leading providers of these services, has cared for over 10,000 individuals and families through 30 locations and 60 programs, and employs nearly 600 people?

That is, and continues to be, the task at hand for us. Working closely with everyone from the CEO to key administrators and physicians, we’ve rebranded CHR, launched their website, begun redesigning their collateral materials, and helped senior management build consensus and communicate its mission and vision to nearly 600 employees.

 

The new CHR logo and tagline were the results of the internal research and conversations we conducted. Both the logo and tagline have become the backbone of all the communications we’ve created.

 

The new logo brings color, optimism, and the warmth of a nature inspired logo to the brand story. The lower case CHR was intended to send the message that CHR is not self-important but very approachable. The tagline “Real Life. Real Hope.” positions CHR as being acutely aware of the realities of behavioral health care. CHR deals with real life issues. And while cures can’t be promised, hope and compassion can be.

This is a very rewarding client for us. We feel like we’re making a difference for a brand that does that for thousands of people every day.

 

 

Branding, Logo, Website, Internal Communications, Collateral Material, Newspaper, Advertising, Email, Facebook, Twitter

 

 

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