Soaring Hope Recovery: Developing the Brand

Overview:

Development of a modern, tribal, and holistic brand identity by integrating
Neuroscience into Nature as a cohesive concept.

Key Features

• Branding & Identity Brief: Created specific guidelines delineating the Soaring Hope healing essence, courageous personality, and modern visual code.
• Business Collateral: Designed the overall look and feel of this unique concept, and then developed the guidelines to keep all business collateral unified and consistent.
• Website Development: Collaborated closely with company leadership to develop a simplistic and user-friendly website that persuades potential clients, friends, and/or family to make contact.
• Recovery Program Manual: Developed comprehensive documentation, from vast amounts of research, detailing and visualizing concepts of each component of the recovery program, along with best practices, ensuring the program model is easy to adopt by other facilities.
• Publish Research & Insights: Designed, co-wrote, edited, and published a 200-plus-page textbook, containing decades of research and insights from Dr. Judith Miller’s practice.

Technologies Used

• Adobe InDesign: Professional page design and layout.
• Adobe Photoshop: Designing and optimizing print and web graphics.
• Adobe Illustrator: Editing and integrating vectors and existing logo.
• WordPress: Building a professional, elegant website.
• HTML and SEO/SEM: Fine-tuning, optimizing, and listing the website.

Challenges and Discoveries

One key challenge was intertwining the concepts of Science and Nature, which are two ideas that generally clash like oil and vinegar. The solution involved vividly envisioning a serene, clear, and natural space, with the inner workings of the brain coalescing in the sky, next to an untouchable mountain peak horizon. Additionally, the tribal essence of a soaring Red-Tail Hawk sealed the design with a kiss.

Outcome

The design system was actively used across multiple projects, leading to quicker project turnaround, consistent branding across all print and digital platforms, and improved collaboration between staff and marketing teams. The brand identity became a foundation for the recovery program as a whole, ensuring a cohesive recovery experience for each individual client.

Soaring Hope Recovery lives on in eternity with the late CEO and founder, Dr. Judith Miller.