Residential Treatment Centers for Adults with Complex Psychiatric Disorders
PROJECT: Name for a family of residential treatment centers for adults with complex psychiatric disorders.
BRIGHTQUEST: A experiential mashup of “bright” + “quest.”
BRAND POSITIONING: Constellation Behavioral Health hired us to rename their recently-acquired Hanbleceya residential treatment center for adults with complex psychiatric disorders. Here’s how the center describes its approach and key differentiator:
Our unique model focuses on three pillars of treatment—community, family, and independent living. Our fully integrative approach addresses the emotional, spiritual, and physical needs of our clients.
While the old name was unique and had years of strong brand equity, it was also very difficult to pronounce or spell properly. Constellation wanted to re-brand the center with a fresh new brand identity that included a new name that would
- be positive and aspirational
- be easy to spell and say
- work for an expanding family of treatment centers
- have an exact-match .com domain name that could be acquired
Zinzin delivered with the invented mashup name BrightQuest, which emphasizes that, while the treatment process will be difficult and definitely require a “quest,” if the residents stick to the process there will finally be light at the end of the tunnel and a “bright” future will be possible.