Naming a
beacon of
health care

Work: Organizational name
Category: Health care

HELP/PSI delivered vital physical, mental, and social health services to New Yorkers in need. But functional branding and naming was limiting its growth and ability to serve more people. So, it invested in a 360° brand transformation, including a name change.

“Brightpoint Health” replaces an inscrutable acronym with a name that is simple and hopeful. It creates an uplifting destination for wellness and culture of care.

It’s light-filled imagery brings much-needed humanity to a category that frequently lacks it and served as jump off point for a uniquely welcoming visual identity system.

The Brightpoint brand is now gateway to a warm, personal, caring experience…

…lightyears away from the clinical one it left behind.