Making strides in behavioral health

For families of individuals with intellectual or developmental disabilities (I/DD) or behavioral issues, the stress of finding trustworthy caretakers is immense. For the individuals themselves, any small step in personal growth can be difficult to achieve without superior care. For their caregivers, this is one of the most challenging jobs imaginable. And, while the field as a whole has faced radical shifts and challenges over the decades, finding firm footing has been tough for everyone.

We worked directly with organization leadership to position Broadstep as a leader in behavioral health, a beacon for the field, a welcoming home for those in need, and a tireless advocate for the community. Formerly operating as Phoenix Care Systems, with several unique brands for specific facilities and programs, we developed a strategy that would help them present a united front across the nation, through brand platform development, brand architecture strategy, naming, visual and verbal identity, and experience design, including a new website to help them tell the story.

“Broadstep,” the organization’s new name, embodies its mission to think holistically about how to help the people it serves make progress on their own terms. It sounds as open and accepting as the homey, supportive community  it builds with them. The logo serves as its signature.

Simple but powerful, the bold, rounded shapes in the type have an open, friendly rhythm, punctuated by special “impact marks” that represent the voice of the community. Blue and orange are accessible, complementary colors that represent the organization’s collaborative, inclusive approach.

And, as part of a simpler and higher-level approach to brand architecture, we brought their pharmacy and training programs (Broadstep Pharmacy and Broadstep University) closer into the core brand identity, to further build recognition and equity.

Of course, none of this would be possible without the amazing Broadstep team members that bring their heart and soul to every individual, every day. So, we thought about the ways that we could celebrate and empower them, from updating the materials they use to create activities in facilities, to finding more opportunities to share their stories with others. We architected, designed, and developed Broadstep’s new website to not just inform, but to celebrate the community that the organization is committed to. We built in resources to support families, states, and advocates. Throughout, we featured the faces and inspiring words of real team members sharing what makes this work special to them.

Additionally, we helped develop a system for outreach emails and social assets that could help connect Broadstep to the community, including special variations on the impact marks that serve as lively calls to action across media.

As Broadstep springs to life, its potential for leadership, support, and advocacy is great, and we’re confident that its positive impact will be felt across every member of the community.