Smaller specialty. Bigger impact.

This rebrand wasn’t just about making a good company look better. The Colorado Center for Assessment, led by psychology savant Dr. Jeremy Sharp, was going in a new direction. Dr. Sharp’s center used to offer clinical assessments as well as a wide spectrum of counseling and other psychological services. As many entrepreneurs dream to do, it was time to narrow in on a more singular focus.

Thorough, intelligent clinical assessments and psychological testing were the bread and butter of Jeremy’s team. These assessments include incredibly advanced testing and reports that reveal actionable insights into the minds and habits of each client. The reports also help start a path forward on their wellness journey.

This unmatched experience in such a rare but growing expertise presented the best opportunity to stand out in the field. And to make a difference in the community.

A more specialized service with enormous potential to change patients’ lives. Shrinking the business in order to grow the impact. That was the name of the game, and the main goal of the new brand.

Calls for big strategic thinking.

A rebrand is always an upgrade. A modernization. The Colorado Center for Assessment needed to communicate on the outside all of the revolutionary work they were doing on the inside. Because this is an innovative concept within the mental health space, the new brand had to be clinical, practical, and forward-thinking while still personable, warm, and care-based. The strategy had to do it all.

Audience targeting was key in our efforts. As many of these psychological examinations are done for children, teens, or young adults, the demographic we’re speaking to leans feminine and parental.

The holistic, new-age mental health concept has a particular place amongst more progressive families and individuals with open minds. All of that comes together with Dr. Sharp’s more practical and clinical goals for his business to create a robust brand framework that covers both functional and creative ground.

In this case, the strategy deck not only inspires the new logo and the elevated look and feel for the center. Dr. Sharp now has some additional direction for how to shape his new vision for the company: an ultra-specialized testing center that uses his unique expertise in neuropsychology to improve the wellbeing of every patient.

So, basically, we’re changing lives one slide at a time. Okay, Dr. Sharp and his team are doing most of the life-changing. But I was happy to provide some strategic insight that sets them up for business success.

Business goals, meet brand goals.

Time to fill in the framework with a visual identity that says: same credibility in the community, advanced new expertise.

Simple and sleek, yet warm and inviting. The abstract monoline icon, reminiscent of an empowering badge of achievement, is inspired by wave visualizations of electrical impulses.

An open, star-shaped interior reflects clients' open minds. New key brand statements like Clarity starts here and Insights for action were added to clarify the practice’s promise to clients.

While the logo leans scientific, the photography and type selection work together to reflect the personality of the practice. For each and every client, the Colorado Center of Assessment works towards and achieves a sense of relief.

The practice provides peace that comes with knowledge, and kickstarts a journey to better health. The soft and inviting font choices and joyful, human-centered photography communicate the team’s progressive outlook on holistic mental health.

Coming together to create balance.

And then comes my personal favorite part: showing off how the elements interconnect into real-life brand expressions. Providing ample inspiration for the clients to launch their brand and grow their new business. Seeing their passion play out in different forms, different methods of reaching the right minds.

Now, Dr. Sharp has a brand identity for his practice that strikes a powerful balance between science and emotion, brain and heart. Which is, ultimately, exactly what the new-and-improved Colorado Center for Assessment helps clients do. Find a powerful balance. All branding aside, that’s a beautiful thing.