Defining an organization’s core to build a more powerful brand.
Where change happens.
Our Challenge
Discovering the difference.
The Red Dot strategic and creative teams met with leadership and staff counselors to dive into the organization’s features, and there were many. At the same time, there are also many treatment centers across the country, each with its own set of credentials, amenities, and specialized programs. And many of them are in amazing locations.
Our Solution
Find your way.
Through more than two dozen research interviews with patients at different stages of treatment, we heard stories of deep despair, unbelievable trauma, and incredible bravery. We also learned how each patient was given the freedom to forge their own path to recovery at Prairie Ridge—a truly unique and transformative experience. In just a few months we created transformational pieces, including an annual report, that set Prairie Ridge apart.
Brand Elements
The transformation begins.
The color palette is warm and inviting with pops of bold color that feel inspiring and lively. Typography is custom-built to convey the feeling of personalized care that residents receive at Prairie Ridge. Messaging focuses on “your way” which empowers patients who often feel scared and out of control in typical treatment centers.
Collateral
Tiny book. Big impact.
The new brand launched with a stunning little employee brand book. It built excitement for the staff and gave them a special sneak peek into the look of the new brand. It also served as a point of pride, giving voice to what they felt about their calling all along—that they were changing lives for the better here.
Photography
Getting really real.
At some centers, the residential treatment process can feel institutionalized. That’s why it was important for the new Prairie Ridge brand to feature photography of real people in authentic places. Inspirational, yet attainable, the photography of former patients was shot on location near the Prairie Ridge campus.
Annual Report
Leading the way.
The annual report for Prairie Ridge was an opportunity to showcase the new brand to influential groups and individuals. It featured key inspirational phrases from the employee brand book as well as photography of former residents. Financial information was designed to family beautifully with the brand while complying with disclosure regulations.
Public Relations
Full hearts and hands on.
The new Prairie Ridge brand was launched an exciting 50th anniversary event celebrating the organization and its founders. Television, radio, and newspapers from around the region turned out to hear about our client’s mission. A walk around the beautiful grounds gave attendees the chance to read about important milestones the organization had achieved. Of course, that’s just the beginning.
