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 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 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.
