Transforming a brand to reflect its lifesaving treatment
Syracuse Behavioral Healthcare (SBH) had outgrown its legacy brand name, offering more than behavioral healthcare well beyond its Syracuse, NY, headquarters. Over the years, SBH had become a leading regional referral center in Western and Central NY for people with a wide range of mental health and substance use disorders. And with a national spotlight on the unprecedented opioid epidemic and the lack of treatment options for those with mental health issues, the time was right to shine a light on a real solution by reimagining the brand.
A new bright spot on the recovery landscape
The transformation started with a new name: Helio Health. Derived from the ancient Greek term “helio” (or sun), it reflects the client’s mission to be a bright spot in the dark landscape of substance use and mental health disorders.
Campaign visuals are boldly grounded in striking representations of transformation—an eye-opening departure from typical healthcare branding.
The brand transformation was all-encompassing—new name/logo/tagline, website, advertising, collateral, video, public relations—and gave Helio Health the inspiration and foundation to grow its lifesaving and life-transforming business.
Cr
Caring
Key brand as friend driver: caring
Research told us that those suffering from a substance use or mental health disorder need a resource that “gets it.” Someone who truly understands what patients and family members are going through, and cares deeply about transforming lives.
CLIENT:
Helio Health
PROJECT:
Rebrand
INDUSTRY:
Healthcare
SERVICES UTILIZED:
Advertising, Branding, Digital & Direct, Media Planning & Buying
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