PROJECT: Name a new substance abuse and mental health treatment center in Southeastern Pennsylvania. The center offers clinical, experiential and adventure-based therapies, including art therapy, cognitive behavioral therapy, meditation, mindfulness, neurofeedback, ropes course, and yoga in a beautiful natural riverside setting.
BRIGHTWATER LANDING: Ring of Bright Water is an autobiographical book by Gavin Maxwell from 1960 (and a subsequent fictionalized film in 1969), which tells the story of how Maxwell brought a smooth-coated otter back from Iraq and raised it at his house on the west coast of Scotland. The book and film title was taken from a line in Kathleen Raine's poem "The Marriage of Psyche" (see below). Brightwater is also the name of a small town in New Zealand on the Wairoa River named in the mid-19th Century after a popular song at the time, "Bright Water," which was about choosing non-alcoholic drinks over spirits. The name also evokes brightness, clarity, and lucidity in a riverside setting. A landing is a place along a river where people and goods can be landed from a boat or ship, as well as an act or process of coming to land or rest, especially after a voyage or flight.
BRAND POSITIONING: In this project, one of a series we have done for Elements Behavioral Health, we were tasked with naming a new substance abuse and mental health treatment center situated on a plateau overlooking the scenic Susquehanna River in Wrightsville, Pennsylvania. The recovery program was developed by a team of distinguished clinicians and specializes in the treatment of trauma and other co-occurring disorders. The center merges traditional and complementary approaches including acceptance and commitment therapy, fitness, hypnotherapy, individual, group and family therapy, motivational interviewing, psychodrama and therapeutic drumming.
Elements was interested in developing a name that would map conceptually to this unique blend of clinical and experiential therapies and reference the center's idyllic setting. We responded by creating the name Brightwater Landing, a name that vividly evokes the center's beautiful natural surroundings on the Susquehanna River as well as the cathartic treatment process, designed to nurture the whole person, body, mind and spirit.
In addition to the powerful history of the name Brightwater/"Bright Water," the individual words that make up the name offer many other strong associations as well. Bright evokes intelligence, good cheer, enlightenment, hope, light, illumination, optimism, clarity, energy, radiance, and transparency. Water has long been associated with the powers of healing, reflection, rejuvenation, refreshment, immersion, introspection, meditation, purification, and spiritual rebirth. Landing has both literal and metaphorical connotations as it evokes the center's distinct geographic feature, that of being on a majestic plateau above the Susquehanna River, while poetically referencing the clients who come here looking for a safe place to "land" after "coming down" from the extended "high" of drug or alcohol dependence.
Brightwater Landing is a bright and shining example of the power of an emblematic name supported by a rich brand narrative.
Brightwater Landing. Rejuvenate your spirit. Rediscover your path.
Visit: Brightwater Landing
EXTRA: Here is Kathleen Raine's poem, "The Marriage of Psyche," the source for the book Ring of Bright Water — more background depth to the name Brightwater Landing:
He has married me with a ring, a ring of bright water
Whose ripples travel from the heart of the sea,
He has married me with a ring of light, the glitter
Broadcast on the swift river.
He has married me with the sun's circle
Too dazzling to see, traced in summer sky.
He has crowned me with the wreath of white cloud
That gathers on the snowy summit of the mountain,
Ringed me round with the world-circling wind,
Bound me to the whirlwind's centre.
He has married me with the orbit of the moon
And with the boundless circle of stars,
With the orbits that measure years, months, days, and nights,
Set the tides flowing,
Command the winds to travel or be at rest.
At the ring's centre,
Spirit, or angel troubling the pool,
Causality not in nature,
Finger’s touch that summons at a point, a moment
Stars and planets, life and light
Or gathers cloud about an apex of cold,
Transcendent touch of love summons my world into being.