For decades, the American Health Assistance Foundation (AHAF) has been committed to eradicating Alzheimer’s disease, macular degeneration and glaucoma. While it had always been at the forefront of brain and eye health, AHAF needed a more compelling brand story, a name that more accurately articulated its purpose, and a visual identity that emphasized its commitment to breakthrough research, education and advocacy.
We sought to understand what about AHAF wasn’t resonating with the public. Through interviews, EyeOpenerTM research and a thorough competitive review, we repositioned the organization from one that focused on age-related diseases, to one that was to fight the irreversible deterioration of the eyes and brain. Its new brand platform made a simple yet strong promise: “our fight is clear and our cause, urgent—to save sight and mind.”
With this more inclusive and resolved position in mind, collaborated with the CEO, her task force and the board of directors, to arrive at a fresh and evocative new brand name: BrightFocus Foundation. To strengthen the new name and purpose, we added the tagline, “Cure in Mind. Cure in Sight.”
Next, we developed a new visual identity to support the new brand platform. The logo, based on three interlocking deltas, evokes change, progress and pushing the boundaries of discovery. The visual identity, in combination with a new Brand VoiceTM and brand architecture, created a cohesive story that truly reflected the goals of the organization.
BrightFocus Foundation launched its new brand strategy, name, architecture and visual identity in February 2013. The future is looking a little brighter for those touched by degenerative disease now that the BrightFocus Foundation is equipped to reach a wider audience and share a fresh and compelling story about the critical work it does.