Challenge

Sobriety has deep meaning for many people, but its definition often falls short. How can I express the complexities of sobriety? It seems simple: you're either sober or you're not. David Whitesock, CEO of CommonlyWELL, tasked me with refreshing the Recovery Capital Index® (RCI) brand to better reflect its intricacies visually. A few years ago, with FaceItTogether, David developed the RCI, which offers a detailed view of sobriety. It's a comprehensive survey designed to gather data beyond the binary of being sober or not. My job was to create a brand strategy and marketing campaign that expressed a deeper understanding of sobriety.

 

Solution

Key Ideas

Through several interviews with David, I gained an understanding of what sobriety meant to him personally, and what he hoped to do with CommonlyWELL and the RCI. Through that lens, I built a picture of the complexities that exist within the fluctuating state of well-being. These key ideas kept returning during our discussions:

  1. Divergent Thinking

  2. Holistic Patient Experience

  3. Building Solutions for Today’s Problems

Concepts

Early in my exploration of the RCI mark and identity, I had a recurring idea. The trap or the maze is what most people must go through to get sober — and the frustration of making progress only to return to the starting point once again. This led to the idea that the Recovery Capital Index and all involved were the divergent force to break the drudgery and endlessness of that trap. Not that they held that power, but that they could fracture the walls that existed in order for the person to set themselves free of it. It’s highly metaphorical, yet it played out in the physical manifestation of people realizing how much interconnectedness their world had to do with their sobriety. Personal, cultural, and social connections make an impact and should be measured.

Final Identity Designs

 
 
 
 
 

Metaphor & Meaning

The R mark itself contains seven separate strands and as a design pattern is considered the strongest number in nature. The broken strands in the R represent addiction’s numerous exit points. The single strand that fractures the boundaries through the R in recovery stands for the divergent nature that RCI brings into the recovery space. It’s flowing with the others but is different in its approach and outcome. Look closely and you’ll notice a trivial yet fun design element embedded, the letters “R”, “C” and “I” within the R mark.

 
 
 

Patterns & Iconography

Each pattern is meant to be used as a visual texture in either a small or larger way. The movement of each is representative of the process and analysis of recovery capital.
I used the 2:1 ratio for the best aesthetic qualities on the icons. Some instances required more outer container sizing, but rarely any less. Also, noted were the various color tint examples. The best color usage is found in the blue, seafoam, and gold combinations. They provide a subtle professional color palette.

 

Website & Digital

Many healthcare organizations that look to implement recovery systems, seek ways to measure patient outcomes. The website serves as a communication repository for white papers, studies, and proof that the RCI works and is effective. Although the website was not fully redesigned, the visual brand elements are introduced to build cohesiveness.

Final thoughts

This was a beginning point for David at CommonlyWELL and for the Recovery Capital Index®. Growth and progress are still to be made in the communities struggling with addiction. The new brand strategy and identity design is an idea that fuels conversations. This was a taxing project for me personally. However, it’s been great to see the execution come to life. It’s a project I talk about often and to anyone I encounter. So for that, the project was a success in my eyes.

 

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Brand Strategy & Identity Design work completed by Justin Henriksen at Studio Henriksen.