Overview
Jade Health’s unveiling marks BHCOE’s strategic leap toward a refined organizational structure, embracing a future-ready identity for its network of services.
The Problem
BHCOE’s diverse services were thriving under individual brands, yet they lacked a singular, cohesive corporate identity. They needed to create a parent company that encompassed all existing services and pave the way for future expansions. They asked A-Train Marketing to craft a name and brand that conveyed innovation, connectivity, and growth, representing a holistic umbrella for their full range of services.
Naming With Purpose
In a strategic rebranding initiative, A-Train Marketing undertook the task of naming and messaging for the new parent company, sculpting a future-focused brand identity that would reach both care providers and clients. The renaming process was comprehensive, involving the creation of a list of potential names aligned with their mission to advance healthcare access, sustainability, and quality. Through meticulous research, our team ensured the name they selected was distinctive and simple but still unencumbered by existing trademarks or domain issues, reflecting a fresh, innovative approach. The final name selected was Jade Health. The finalized mission statement, “Jade Health transforms person-centered behavioral health by advancing measurement science and establishing performance-based standards,” sets a new benchmark in healthcare, promoting a narrative of transparency, equity, and enduring care.
Visual Identity and Rapid Deployment
The visual identity for Jade Health was born from a ground-up branding approach, starting with mood boards and evolving through various logo concepts to a final design that encapsulated the essence of clarity and well-being symbolized by the jade stone. Despite a tight timeline, A-Train Marketing successfully launched a comprehensive website as the first major application of the new brand—just in time for Jade Health to be reborn at critical industry events. This phase tested the visual elements in real-world applications and provided content for a foundational brand guide that will steer future marketing materials, ensuring consistency and integrity in Jade Health’s brand communications.
The Results
Jade Health’s Branding Success Sets New Industry Benchmark
A-Train Marketing delivered a comprehensive branding package for Jade Health that encapsulated its vision for the future. The result was a brand identity that perfectly aligned with the company’s core values and strategic direction. Jade Health now stands ready to expand its influence in the ABA and autism sectors, with a brand that is as compelling as its commitment to excellence.
Final deliverables included:
Name
Brand Messaging: Mission, Vision, Values, Brand Essence
Logo and Color Palette
Mini-brand Guidelines
Website
