Having onboarded a new leadership team in late 2019, AspenPointe engaged Cactus to develop a new brand identity. Within this rebrand, AspenPointe had a desire to reform their treatment model and better communicate their mission to the community, a mission centralized around providing mental health and well-being for all. Enter Diversus Health.
Within the three-county service area centralized in southern Colorado, there is a growing demand for comprehensive mental and behavioral health services. Diversus Health sought out an identity that allowed them to position themselves as the answer for a community in crisis. In order to make an impact, there was a unique opportunity to disrupt the status quo of mental health branding, in an attempt to elevate above what can often be considered a lackluster industry.
The overarching project included a total reconstruction of the brand, beginning with brand archetyping, conventional naming, and a refreshed color pallet. At its core, Diversus means “different, distinct, and diverse”, which pays homage to the diverse nature of the community, as well as our distinct approach to treatment offerings for all walks of life.
With this rebrand came a new vision for mental and behavioral healthcare. Diversus aims to disrupt the status quo when it comes to mental healthcare norms, stigma, and complacency. This lines up with their mantra of being distinct and different, and their unapologetic desire to reform the mental and behavioral healthcare industry.
Diversus wanted to be loud and bold to make an impact. What better way to show their intentions than to literally break through the “status quo”? Just like the monotony of newspaper articles or healthcare journals, we disrupted the flow by including a wrecking ball that is literally breaking through an article on the “status quo.” Why be metaphorical when you can be literal?
Our print execution was one tactic within an overarching integrated outbound marketing campaign. This ad was placed in several local publications including the Colorado Springs Business Journal and the Colorado Springs Gazette. The client loved our work and actually has it framed on their wall!
Within two weeks of launching the rebrand and integrated campaign, Diversus Health recouped the entirety of their investment in Cactus, accounting for over 500 new patient applications. We look forward to seeing continued campaign results as we partner with Diversus Health on our collective journey towards providing mental health and well-being for all.