Naming a
beacon of
health care
Work: Organizational name
Category: Health care
Formerly known as HELP/PSI, this organization delivers vital physical, mental, and social health services to New Yorkers in need. But a dry, functional brand and environment was limiting limiting its growth
and ability to serve more people. So it invested in a 360° brand transformation, including a name change.
“Brightpoint Health” replaces what had been an inscrutable acronym with a name that is simple and hopeful. It creates an uplifting destination for wellness and culture of care. It brings much-needed humanity to a category that frequently lacks it. Brightpoint’s light-filled imagery served as jumping 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.
