Building a cohesive brand system during a pivotal moment in behavioral healthcare.

The Challenge:
Eating Recovery Center and Pathlight Mood & Anxiety Center are sister companies and nationally recognized treatment networks. Their rebrand began during the COVID-19 pandemic, just as demand for behavioral healthcare was growing and both organizations were rapidly expanding virtual treatment options.

The challenge was twofold: create distinct but connected identities for ERC and Pathlight while helping the brands evolve beyond their physical treatment centers to reach and engage patients online.

The Approach:
Our agency became the creative arm of the internal marketing team, with me serving as a fractional Creative Director. I partnered closely with marketing leadership on brand strategy, creative direction, campaign development, and ongoing brand stewardship.

I developed a comprehensive visual system connecting the two brands through complementary typography, color, photography, logo lockups, and design standards. As virtual treatment expanded, we also helped shape the campaigns, digital experiences, and communications used to introduce and grow online services—balancing clinical credibility with the empathy and humanity essential to behavioral healthcare.

The Result:
ERC and Pathlight gained a cohesive, flexible brand ecosystem that could support both organizations as they evolved. The system created a clear relationship between the two brands while our ongoing creative partnership helped the marketing team respond quickly to changing needs, expand virtual care, and reach more people beyond traditional treatment settings.

Deliverables:
• Brand Strategy & Positioning
• Creative Direction
• Brand Identity Systems
• Brand Standards & Guidelines
• Integrated Campaign Development
• Virtual Treatment Campaigns
• Digital Advertising
• Social Media Creative
• Email Marketing
• Website & Landing Page Design
• Patient Marketing Materials
• Healthcare Professional Marketing
• Publications & Editorial Design
• Brochures & Print Collateral
• Presentation Design
• Event & Conference Materials
• Photography Art Direction
• Infographics & Educational Materials
• Ongoing Brand Stewardship
• Creative Team Leadership