American Psychiatric Association: Rebranding to move the field forward.

The Ask

The national association for psychiatrists was seen as the knowledgeable literary leader, a resource for published research and advances in the field, but the membership wanted a true leader that could advance the field, which still suffers from old stigmas and lack of understanding of the true science behind psychiatry.

The Answer

Repositioning American Pschiatric Association from wise sage to caring ruler, we changed everything from messaging to their logo to support the new brand persona. APA also suffered from poor brand awareness, with many divisions within the organization using their own branding that did not ladder up to a central visual or verbal tone. We worked with the organization and each division to identify the best architecture that would strengthen the central brand while still allowing for flexibility within a successful framework.