Brightpoint A Rebrand Beaming With Optimism
A new name and identity that allow a reframed strategy to shine.
From
An historically distinctive, but now generic and overly functional, service focused on children.
To
An authority on family outcomes as the critical asset for child well-being.
By
Transforming the brand to convey the optimism, guidance, and hope of their family-first focus.
- Brand Strategy
- Naming
- Logo Development
- Design System Development
- Brand Playbook
A new name and identity that allow a reframed strategy to shine.
For almost 140 years, Children’s Home and Aid (CHA) has been a trusted ally and resource for families across Illinois. They work with some of the state’s most impoverished and at-risk communities. In order to work in better service of families, CHA shifted their strategic focus. Rather than looking for ways to place children into alternative care, they work to empower families by finding solutions that help keep them intact.
With this important shift came the need for a new brand—one that highlighted their transformed purpose and goals and differentiated them from the four other children’s aid organizations in Illinois. We partnered closely to develop their new name, Brightpoint, a conjoined, new word that families would be able to say out loud and with pride, and that feels both warm and optimistic.
The logo speaks to an emboldened outlook: one that highlights the “bright” in a journey. That symbolism and metaphor are carried through in all the visual elements of our new identity system.
What Truth Collective gave us is a firm that heard us, understood our particularities, pivoted when needed, and was fully invested in the success of our rebranding at each and every step. Truth Collective was confident in their expertise and in the process they’ve developed, and stand behind. At the same time, they really listened to us – this was active listening at its best – and emphasized the areas that we needed to focus on – for us, this was building staff understanding and connection to the rebranding. They were as invested in the success of our rebranding as we were. It was a true partnership. Their branding process allowed everyone to contribute their best ideas. The result is a new identity that lives our mission. It’s a big deal to change our name after 140 years. Truth Collective made it worth it.
Chief External Affairs Officer, Brightpoint
