Jade Health’s unveiling marks BHCOE’s strategic leap towards 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 to craft a name and brand that conveyed innovation, connectivity, and growth, representing a holistic umbrella for the organization’s full range of services.

Jade Health
Jade Health

Naming with Purpose

In a strategic rebranding initiative, A-Train 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, the 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.

Jade Health
Jade Health

Visual Identity and Rapid Deployment

The visual identity for Jade Health was born from a ground-up strategic marketing branding approach, starting with mood boards and evolving through various logo concepts to a final design that encapsulates the essence of clarity and well-being symbolized by the jade stone. Despite a tight timeline, A-Train successfully developed a mini brand guide and launched a comprehensive website as the first major application of the new brand so Jade Health could be represented at critical events. This phase tested the visual elements in real-world applications and established a foundational brand guide that will steer future marketing materials, ensuring consistency and integrity in Jade Health’s brand communication.

The Results

Jade Health’s Branding Success Sets New Industry Benchmark

In an expedited timeline, A-Train 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 healthcare sector, with a brand that’s as compelling as its commitment to excellence.

Final deliverables included:

  • Name
  • Brand Messaging: Mission, Vision, Values, Brand Essence
  • Logo and color palette
  • Mini-brand guideline
  • Website