A New Expression of Care for a New Era of Mental Health
INSIGHT
As the organization evolved, its existing name and identity no longer reflected the values or direction of the brand. Rooted in a legacy that felt misaligned with its mission, the name had become a barrier rather than a bridge to connection. For a mental health organization built on compassion and inclusivity, this disconnect mattered deeply. The opportunity was not simply to refresh the brand, but to create a new name and identity that authentically expressed empathy, belonging, and forward momentum, while inviting people in with clarity, trust, and respect.
SOLUTION
Beginning with in depth interviews and research, we
built a new brand DNA rooted in the organization’s core values and informed by the emotional and professional insights uncovered through discovery. This work led to a revitalized name, Sagent, combining the ideas of sage and agent to represent wisdom paired with action. The name reflects the brand’s role as both a trusted guide and an active partner in helping people move forward.
The identity brought this thinking to life through an energetic mark that expresses the natural ups and downs of life’s journey, paired with a hand written
gesture to add a personal, human touch. Lowercase typography created a more approachable and inclusive tone, while an illuminated, vibrant color palette introduced energy, optimism, and momentum. Brand copy reinforced this shift, moving beyond simple support to reflect the empowering intention the organization brings to its clients.
RESULTS
The resulting brand is bold, distinctive, and easy to identify, expressing momentum, hope, and a clear path forward. From photography and copy to the vibrant range of color, the system delivers an uplifting and unexpected spirit not commonly found in the mental health space. The progressive, modern expression feels welcoming and inclusive, inviting people to engage without hesitation or the stigma often associated with mental health.
Project completed with the incredible team at Finch Brands
BEFORE
AFTER
