Siegel+Gale Renames and Rebrands BrightFocus Foundation to Ensure its Fight is
Clear and Cause, Urgent - to Save Sight and Mind
New Name and Brand Capture the Former American Health Assistance Foundation's
Emphasis on Breakthrough Research, Education and Advocacy
NEW YORK, March 11, 2013
NEW YORK, March11, 2013 /PRNewswire/ --Global strategic branding and
customer experience firm Siegel+Gale (www.siegelgale.com), in partnership with
BrightFocus Foundation (http://www.brightfocus.org), 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
(Logo: http://photos.prnewswire.com/prnh/20120123/NY39544LOGO )
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
"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."
Siegel+Gale (www.siegelgale.com) is the simplicity company. We seek it, defend
it and embrace it in everything we do to help brands reach their true
potential. Simplicity is the centerpiece of the strategies we develop that
reveal the unique truths of an organization, the engaging stories we create
that connect brands with their audiences and the meaningful experiences we
deliver that are both unexpectedly fresh and remarkably clear.
Since 1969, Siegel+Gale has championed simplicity for leading corporations,
nonprofits and government organizations worldwide. We have offices in New
York, Los Angeles, San Francisco, London, Hamburg, Riyadh, Dubai, Shanghai and
Beijing, but we're willing to fly just about anywhere. We're also not alone.
As part of Diversified Agency Services, a division of Omnicom Group Inc., we
have strong partners all around the world.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:
OMC), manages Omnicom's holdings in a variety of marketing communications
disciplines. DAS includes over 200 companies, which operate through a
combination of networks and regional organizations, serving international and
local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. is a leading global marketing and corporate communications
company. Omnicom's branded networks and numerous specialty firms provide
advertising, strategic media planning and buying, digital and interactive
marketing, direct and promotional marketing, public relations and other
specialty communications services to over 5,000 clients in more than 100
About BrightFocus Foundation
BrightFocus Foundation is the new name, as of February 1, 2013, for the
nonprofit American Health Assistance Foundation, celebrating 40 years of
support for health research and public education. The new BrightFocus name
reflects the nonprofit's redoubled commitment to advancing knowledge that
saves mind and sight. Its three programs – Alzheimer's Disease Research,
Macular Degeneration Research, and National Glaucoma Research – focus on the
toughest challenges facing brain and eye health. For more information, visit
PR Manager, Siegel+Gale
SOURCE Siegel+Gale, LLC
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