Bancroft NeuroHealth
Identity
Visual Systems
Launch
A nurturing transformation
Bancroft NeuroHealth is dedicated to helping people with developmental disabilities, brain injuries, and other neurological impairments. The company draws on the latest scientific information to provide a broad array of state-of-the-art programs and services to people of all ages.
Challenges
Formerly a school for children with developmental disabilities and those who have suffered brain trauma, this leader in neurological research and rehabilitation sought a positioning and identity program that would clearly communicate the full breadth of its competencies
Actions
Created a new positioning: an organization providing “state-of-the-art programs and services to people of all ages” who have developmental disabilities or who have suffered brain trauma
Developed a set of image attributes for the Bancroft brand to support the desired positioning—leading, comprehensive, nurturing and empowering
Modified the name to Bancroft NeuroHealth to connote neuro-related capabilities/services (rehabilitation, schools and community, brain injury)
Designed a new visual identity utilizing the butterfly as a symbol of hope and transformation
Created a visual system and identity guidelines to encourage consistent support of the new positioning and identity
Developed a new tagline, “Nurturing abilities and independence,” to reinforce Bancroft's compassionate and results-oriented approach to caregiving