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.
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.
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.
Advertising, Branding, Digital & Direct, Media Planning & Buying
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