The team at Ethos was tasked with rebranding a leading agency in treating youth substance use disorders in Maine. Though the organization was well-established and trusted for their work, they sought a rebrand and more focused marketing effort to gain recognition for the programs and services offered. In addition to providing care for adolescents, the organization was shifting their services to a more holistic approach, offering support and resources for adults and families to create earlier and more sustainable change. Their continuum of care offered needed to be central to the new brand, visually representing the full-circle, client-centered support the organization was known for.
Central to the agency's mission is the promise of hope. One of the biggest barriers to providing care is the shame people feel around asking for help. A new brand needed to be approachable, trustworthy, and encourage those struggling to take the first step toward a better tomorrow by reaching out.
With the adolescents as the primary audience, the design needed to appeal to a younger audience first and foremost. I began by designing a new logo with a bright, hopeful color palette that represented the support and communication offered by the agency. Custom icons visually depicted the services offered and connected the brand through their approachable style.
Building upon this new brand identity, we needed to design two landing pages with different audiences: one for clinicians, medical providers, and counselors, and one for patients and their families. The pages were differentiated through copy and visual elements to support each audience, and both designs featured easy ways to contact the agency. A bright, hopeful aesthetic aimed to encourage confidence in asking for help.
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