Stronger than addiction
After losing his 25-year-old son Brian to addiction, Gary Mendell founded Brian’s Wish, an organization that challenged the outdated perception that addiction is a moral failing rather than a disease. While the name “Brian’s Wish” encapsulated a personal and powerful story, Gary recognized the story needed to be bigger and resonate with vulnerable audiences that felt addiction didn’t concern them. Brian’s Wish needed a new brand name and identity to better align with the organization’s mission and long-term vision.
Our team took this assignment personally, as addiction had touched us all in some way. Working closely with Gary, we underwent a brand naming process that explored a wide range of names with broad appeal and emotional impact. The pivotal decision to leave “addiction” out of the name and use it only in the tagline was made after extensive consideration. Driving forces included the organization’s critical need to stand out and be memorable and the recognition that “addiction” may cease to be a relevant term as our scientific and cultural understanding of the disease evolves. With this in mind, we introduced “Shatterproof” with the tagline “Stronger than addiction.”
The new name signifies the need to “shatterproof” children so they never become addicted and to offer evidence-based treatment and recovery programs to those who suffer from addiction to prevent them from shattering their own lives. “Proof” also speaks to the scientific approach that sets this organization apart from its peers. We also designed the visual system, a strikethrough element that defiantly “erases” less informed attitudes about addiction.
Shatterproof plays a pivotal role in getting new legislation passed to erase the stigma of addiction and get help to the people who need it.
The use of strikethrough typography on the word
“shatter” suggests that the organization is already
defying the idea of “shatter.”
appeal to different generations, suggesting strength,
freshness and healthiness.
Shortly after Shatterproof’s launch, the organization forged partnerships with MLB franchises, including the San Francisco Giants, New York Yankees and Pittsburgh Pirates, to help spread its message.
REBRAND 100® Distinction Award