Bowen Health

Brand Identity Refresh

When Bowen Center, known for over 40 years in northeast Indiana as a provider of mental health services, started expanding into total healthcare, they felt that Bowen Health was a name that better encompassed their services. To help launch their new name, Bowen Health partnered with B&Y. We conducted in-depth interviews with key stakeholders to really tap into what makes Bowen Health a unique resource for the communities they serve. To better assess the awareness in the community about Bowen Health’s new services, we then performed quantitative research among their current and target patient populations. This data helped to solidify what stakeholders suspected—that they needed to increase awareness of Bowen Health’s newer, physical healthcare services. With this valuable information, we then set to work crafting a modern, eye-catching logo, new tagline and a brand color palette that nodded to the old, while ushering in the new. 

The vibrant visual identity was paired with new brand voice guidelines to help Bowen Health better communicate their key value propositions of being an inclusive, judgement-free provider of total healthcare where people from all walks of life will feel welcomed and cared for. To start to communicate this refined message to the communities they serve, the B&Y team implemented the new brand voice and eye-catching design in an initial set of awareness-building advertising collateral.