Drug And Mental Health Treatment Center
PROJECT: Name a new, upscale, state-of-the-art residential mental health and substance abuse treatment center in South Florida. Since the facility draws a cross-cultural mix of clients from North, Central and South America, the name needs to appeal equally to both native English and Spanish-speakers.
LUCIDA: A play on lucid: having a clear mind, characterized by clear perception or understanding; rational or sane. Lucid comes from the Latin lūcidus: clear, bright, shining, full of light, and thus, figuratively: clear, perspicuous, and lucid. But Lucida is also an English word in its own right, meaning “the brightest star in a constellation,” closely related to another meaning of lucid: shining and bright, able to be seen with clarity. Lucida is easily understood in Spanish, for which lúcido is the direct translation of lucid.
BRAND POSITIONING: The Lucida Treatment Center offers three separate substance abuse and mental health treatment programs in a luxurious setting, just steps from the Intracoastal Waterway in Palm Beach County, Florida. Lucida blends evidence-based and alternative therapies, exceptional clinical and medical staff, personalized care, and resort-style amenities in a safe, private setting.
The goal of any mental health or substance treatment program is lucidity: having a clear mind, characterized by keen perception or understanding of one’s self, and being rational or sane, often quite the opposite from how people are when they first enter into month-long residential treatment programs. The multiple meanings and associations of the name Lucida, evoking the clarity and rationality of lucid thought, as well as the transformational aspiration of burnishing your mind and spirit to become “the brightest star in a constellation,” make it a perfect fit for this treatment facility, whose brand position and tagline is “Discover Your Light.” Lucida will illuminate your path to lasting recovery.
The concepts of clarity and simplicity also speak to the high aesthetics of the treatment center and the beauty of the natural world it inhabits in South Florida. Also, the Lucida center is home to one of the nation’s only multicultural, bilingual (English/Spanish) substance abuse and mental health treatment programs, so the brand obviously needed to communicate as evocatively and effectively in Spanish as in English, which Lucida does muy bien. The light, spirit and elegance of Lucida clearly transcends culture and language.
Lucida. Discover Your Light
“We’re on our eighth [ten now completed] project with them. It’s a very good process. It’s very effective. It’s fun and very collaborative. What stands out to me is the consistency in their work, their professionalism and how they deliver their work.”
—Chief Internet and Media Officer, Elements Behavioral Health
Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with Zinzin. Read the full review, and those from other clients, on our References/Testimonials page.