Challenge
PRS, a leading Northern Virginia mental health nonprofit with a 60-year legacy, had expanded the breadth and depth of its behavioral health and crisis services, but its name no longer fully conveyed the scope of its work. The organization needed a new identity that clearly expressed its mission and could be launched confidently to supporters and the broader community.
Solution
Focused Image partnered with PRS to develop and launch a new name and brand identity: HopeLink Behavioral Health (Where Hope Meets Help). Our work included naming, communications strategy, visual identity design, and creation of the digital and communications assets required to support a successful transition, logo, tagline, website, collateral materials, video, social media templates, and e-newsletter, ensuring consistency across every audience touchpoint.
Outcome
The organization unveiled its new name, tagline, and logo during its 60th anniversary Imagine Hope Benefit, strengthening how it communicates its purpose and impact. The refreshed brand better reflects the organization’s comprehensive behavioral health and crisis intervention work and provides a cohesive platform to support ongoing outreach, engagement, and fundraising.
