Siegel+Gale Renames and Rebrands BrightFocus Foundation to Ensure its Fight is Clear and Cause, Urgent – to Save Sight and Mind
New Name and Brand Capture the Former American Health Assistance Foundation’s Emphasis on Breakthrough Research, Education and Advocacy
NEW YORK, March 11, 2013 /PRNewswire/ — Global strategic branding and customer experience firm Siegel+Gale (www.siegelgale.com), in partnership with BrightFocus Foundation (http://www.brightfocus.org), formerly known as the American Health Assistance Foundation (AHAF), is offering insight into its dramatic brand revitalization effort, which included proprietary research, repositioning, naming and visual identity development. BrightFocus Foundation fights Alzheimer’s disease, macular degeneration and glaucoma by advancing research, promoting positive behaviors and facilitating public assistance to those affected.
BrightFocus Foundation had always been at the forefront of brain and eye health, but it needed a more compelling brand story, a name that more accurately articulated its purpose and an identity that emphasized its commitment to breakthrough research, education and advocacy.
Through extensive research, Siegel+Gale developed a new positioning for the nonprofit–moving from a focus on age-related diseases, which lacks an urgency to act, to a focus on diseases that cause an irreversible deterioration of the brain and eye. The new brand platform makes a simple, yet strong promise to all generations affected: “Our fight is clear and our cause, urgent–to save sight and mind.”
“Our goal was to re-brand BrightFocus Foundation as inspiring, innovative and focused,” said Hayley Berlent, senior strategy director at Siegel+Gale. “We wanted to help it stand out from other health-related nonprofits by communicating its cause simply, its distinctive approach clearly and call to action with urgency.”
With this in mind, Siegel+Gale collaborated with the CEO and board of directors and decided on a fresh and evocative new name: BrightFocus Foundation. “BrightFocus” speaks to clarity of purpose, the health of sight and mind, a commitment to innovative medical research and optimism for the future. To bolster the new name and purpose, Siegel+Gale created the tagline, “Cure in Mind. Cure in Sight.”
Siegel+Gale also developed a new visual identity that truly reflects the goals of the renamed, refocused foundation. The new logo, based on three interlocked deltas, reinforces the focus on change, progress and pushing the boundaries of discovery.
“Thanks to Siegel+Gale’s dedication, knowledge and passion and our new name and brand platform, we are now better equipped to reach a wider audience,” said Stacy Pagos Haller, president and CEO of BrightFocus Foundation. “Our mission is a major source of hope for those touched by Alzheimer’s disease, macular degeneration and glaucoma.”
Siegel+Gale (www.siegelgale.com) is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear.
Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Hamburg, Riyadh, Dubai, Shanghai and Beijing, but we’re willing to fly just about anywhere. We’re also not alone. As part of Diversified Agency Services, a division of Omnicom Group Inc., we have strong partners all around the world.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC), manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
About BrightFocus Foundation
BrightFocus Foundation is the new name, as of February 1, 2013, for the nonprofit American Health Assistance Foundation, celebrating 40 years of support for health research and public education. The new BrightFocus name reflects the nonprofit’s redoubled commitment to advancing knowledge that saves mind and sight. Its three programs – Alzheimer’s Disease Research, Macular Degeneration Research, and National Glaucoma Research – focus on the toughest challenges facing brain and eye health. For more information, visit www.BrightFocus.org.
PR Manager, Siegel+Gale
SOURCE Siegel+Gale, LLC