ASPIRING TO MORE

The challenge:

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HELP/PSI was a NYC community health organization that eliminated barriers to care for New Yorkers in need, providing access to extensive physical, mental, and social health services.

However,  the organization had significantly evolved since its beginnings. Among various issues, their name was getting the way of their ability to effectively reach patients, donors, and their community.

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The new name:

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BRIGHTPOINT
HEALTH

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Why it works:

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It moved away from a clunky, confusing, functional name based on "need", to one that was simple, hopeful and based on promise. Along with the very distinct and friendly visual identity system created by Sequel Studio, the  Brightpoint name brings much needed humanity to a category that frequently lacks it.

Owler Hook:
The Brightpoint name creates a real life and emotional destination that New Yorkers in need are  proud to use, work in, and support.