11.3.2013 Siegel + Gale

Rebranding BrightFocus Foundation.

Global strategic branding and customer experience firm Siegel+Gale, in partnership with BrightFocus Foundation, formerly known as the American Health Assistance Foundation (AHAF), is offering insight into its dramatic brand revitalization effort, which included proprietary research, repositioning, naming and visual identity development. BrightFocus Foundation fights Alzheimer’s disease, macular degeneration and glaucoma by advancing research, promoting positive behaviors and facilitating public assistance to those affected. 


BrightFocus Foundation had always been at the forefront of brain and eye health, but it needed a more compelling brand story, a name that more accurately articulated its purpose and an identity that emphasized its commitment to breakthrough research, education and advocacy. 


Through extensive research, Siegel+Gale developed a new positioning for the nonprofit—moving from a focus on age-related diseases, which lacks an urgency to act, to a focus on diseases that cause an irreversible deterioration of the brain and eye. The new brand platform makes a simple, yet strong promise to all generations affected: “Our fight is clear and our cause, urgent—to save sight and mind.” 


“Our goal was to re-brand BrightFocus Foundation as inspiring, innovative and focused,” said Hayley Berlent, senior strategy director at Siegel+Gale. “We wanted to help it stand out from other health-related nonprofits by communicating its cause simply, its distinctive approach clearly and call to action with urgency.” 


With this in mind, Siegel+Gale collaborated with the CEO and board of directors and decided on a fresh and evocative new name: BrightFocus Foundation. “BrightFocus” speaks to clarity of purpose, the health of sight and mind, a commitment to innovative medical research and optimism for the future. To bolster the new name and purpose, Siegel+Gale created the tagline, “Cure in Mind. Cure in Sight.” 


Siegel+Gale also developed a new visual identity that truly reflects the goals of the renamed, refocused foundation. The new logo, based on three interlocked deltas, reinforces the focus on change, progress and pushing the boundaries of discovery. 


“Thanks to Siegel+Gale’s dedication, knowledge and passion and our new name and brand platform, we are now better equipped to reach a wider audience,” said Stacy Pagos Haller, president and CEO of BrightFocus Foundation. “Our mission is a major source of hope for those touched by Alzheimer’s disease, macular degeneration and glaucoma.”