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Bēhance

  • Rosecrance: Life’s waiting
  • For parents who have a son or daughter struggling with addiction, returning to a ‘normal’ life is what they want most. For Rosecrance, a Chicago-based addiction treatment center, understanding this insight was key to connecting with parents.
     
  • Standing out from the competition
  • A review of Rosecrance’s competitor communications revealed a key insight: No one in the industry — including Rosecrance — was talking about the real benefit of addiction treatment, which is the promise to return to a normal life. This insight became the foundation for the Rosecrance brand positioning and was summed up in their new tagline: life’s waiting.

     
  • A symbol of hope: The identity was inspired by change and the upward trajectory of life after treatment.
     
  • Making communications work harder: A reinvention of Rosecrance’s newsletter transformed what was previously an aggregate of news snippets into a thought piece. Redesigned, renamed and relaunched; Reach is a platform for inspiring current and former patients.