Behavioral wellness company Ascend CHC tasked MCG with a tall order: a complete business rebrand through a brand development strategy. We were excited about the opportunity to help those who suffer from eating disorders and other mental health issues by helping to make them aware of Ascend’s expert services – and take control of their lives again.
Ascend was looking to brand themselves in a way that would be positive, engaging, uplifting, and welcoming to their patients. We began by interviewing staff members to determine:
- Key words to describe their business
- Their target audience
- Overall business objectives
- What’s worked in the past; what hasn’t
Consistent Branding Materials
Once we had a better understanding of Ascend’s mission, we needed to create a consistent brand concept. We were tasked with creating:
- Marketing communications strategy
- Logo concepts
- Identity design
- Website design
- Storefront signage
- Direct mail
- Press releases
- Social media strategy and setup
It All Starts With The Logo
Designing a logo is no small feat. We held multiple meetings with our design team led by our Art Director Laura. Then we tried several design and color variations to present to the client, who quickly narrowed it down to a few options.
Next Comes Color
Using color therapy as a launch point, we chose our color theme in shades of turquoise blue, yellow, and green, which you can see incorporated into the logo and website design below.
The Effective Tagline
We needed a tagline that quickly explained their services. We worked with the client to ultimately settle on “Be Happy. Be Healthy. Be Whole. Bring Back the Real You.”
Ascend was happy with the new look and feel of their brand and felt it quickly and accurately expressed their business to their patients.
Ascend soon expanded their business, adding staff to their Chicago and Northbrook offices, and opened an office in Champaign to work with students at the University of Illinois.
From the Expert:
Art Director Laura Harcar weighs in on the topic:
We loved working with Ascend on their rebranding. I especially like the way the logo turned out and how all the colors and theme are consistent throughout all of their marketing materials and storefront signage.
We were especially honored to work with a healthcare client who primarily helps to heal. As a designer, it’s very gratifying to be able to know that our communications work is making a difference.
About Ascend CHC
Ascend CHC is a place for healing, dedicated to helping patients see that a positive, bright future lies within their grasp. Multidisciplinary behavioral healthcare providers focus on treating the whole person, not just their symptoms. Located in Chicago, Champaign, and Northbrook, IL, Ascend CHC offers individual counseling, group therapy, and outpatient programs for those facing eating disorders and other behavioral health issues.
Are you thinking of a rebrand for your business? Or maybe looking for a logo refresh? Call us today to start your own Q&A.