Finding the heart of the brand.

Finding the heart of the brand.

Success Counseling provides professional, multidisciplinary treatment and support for those coming from jail and other rough circumstances. With a goal to help each client achieve and maintain abstinence from mind-or mood-altering substances, Success wanted a strong brand and website with a clear tone, a striking visual persona, and strong messaging. But that was only the beginning…

The Turning Point

Empathy above all.

Research is a focal part in GCNY’s marketing. We dived into the company, gathering stories with those who’ve benefited from Success. We also did deeper, more targeted research—and we found something astonishing (or perhaps, not that astonishing at all.) Rather than focus on the intense professionalism and the letters behind the names (of which there are many), what patients wanted to see most was how they’re feeling. They wanted to know that life gets better, and that they can get better. They wanted to feel loved and respected. They wanted empathy. And that’s what we gave them.

The GCNY Partnership

Becoming their best self.

We created a new messaging identity for Success, putting the feeling before the technicalities behind the profession. Everything Success became a lesson in balance, masterfully creating a design that was mostly empathy with blues to bring a blended balance of professionalism. The images are beautiful and bright without being ingratiating; the messaging crystal-clear and deeply human. The results speak for themselves in this website and proves a universal maxim and marketing truth: humans first.

Results