“When [Blacksmith] began, we had 2 offices; now there are over 100 in 17 states. We’re seeing about 10,000 patients per week and have engaged hundreds of thousands of patient encounters... [Blacksmith]’s work has hugely influenced and strengthened our brand’s performance.”
— Jeff De Flavio, Groups CEO
Groups provides affordable, outpatient opiate addiction recovery with Suboxone and group therapy
THE BRIEF
Scope of Work
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Brand Identity Design
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Book & Print Design
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Copyediting
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Icon Design
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Imaging
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Public Ad Design
As a rapidly scaling business aiming to solve one of the country's largest problems, the Groups brand needed to be flexible, welcoming and trust-building. They were finishing the design of their first two offices when they came to us for branding. They had no identity other than a name and the paint color used for their offices. They needed patients, their loved ones, and the medical community at large to understand what they offer, how effective it is, and what sets them apart from all the other treatment facilities in the country.
Core Values
Purpose
“We believe in improving healthcare for the under-served”
Innovation
“We are redefining the way recovery is achieved and measured”
Empathy
“We are inspired by people brave enough to change their lives”
Action
“We know time is of the essence”
Visual Identity
To balance warmth and professionalism, we incorporated the circular format of group therapy into the logotype and supplementary visual themes—such as the five pillars. The art of Keith Haring proved to be an apt compliment; his work is simple yet profound, and speaks to the power of community. We did our best to emulate his style with the five pillars illustrations. The typography had to feel clean and medical, yet safe and welcoming. Rounded sans-serif type met these needs, matching the rounded logotype.
The Ten Tasks Book
All 155 pages of the Ten Tasks book were designed to offer both quick-read and extended versions of each chapter; read only the bold text, or dive in and get the full benefit of the details. Written in the voice of those who’ve been through the tasks, this book is meant to be carried as a constant reminder of the work to be done. Ample white space provides opportunity for patients to take ownership of the book by writing in the margins, marking up text, or drawing as their own form of release.
