Moving Lives Forward
The Asian Pacific Islander Mental Health Alliance, a division of Los Angeles Country, Special Services Group, needed a new name. The organization helps people leaving any locked facility, such a jail or mental health institution, find the tools to move their lives forward. As the Alliance grew they expanded the range of services needed to help an increasingly diverse service population. The result was an organization with a name that no longer reflected who they are or what they did.
With such a diverse service population some colors and words couldn’t translate across cultures. Working with focus groups and audits to inform the exercise we found the right words and images for the brand. For the mark, ascending dots represented the ladder of services provided as well as the rise toward home and community. By being culturally sensitive to more than ten different ethnic communities, Blend was able to create a name and identity that was able to help everyone understand the important work of this organization.