Like all of our Brand Strategy + Identity Intensive clients, we worked with Strategic Mental Health Services to create a flexible brand strategy and identify pain points to navigate. With the strategy in place, we proposed new names to better connect with their audience and ultimately chose "Flourish" to reflect the healthy growth their clients work so diligently to achieve. Utilizing the original name as a subtitle allowed Flourish to continue to capitalize on their unique combination of clinical research and strategy while appearing warmer. With the new name set, we started crafting their visual identity, leaning into a blooming flower and birds soaring to new heights.