Research, Strategy, Creative

As a national coalition of counseling centers that practice spiritually integrated therapy, Samaritan Institute needed a rebrand that would attract new centers. There was one big problem, though: its name was associated with a singular spiritual disposition which felt exclusionary.

The rebrand was designed to lift up, expand, and include, shifting the connotation from religion to spirituality. The new name builds off the linguistic roots of “light”, a more universal and cross-cultural reference to spirit.

Approach

Great care was taken to make sure voices were listened to from all parts of the coalition, ranging from the northeast to the southwest. Input was incorporated into communications elements for use in donor solicitation, center recruitment, and client marketing.

Results

The new brand was interpreted as being much more inclusive and less dogmatic, which opened doors to centers in non-Christian communities.

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