Case Study: BrightPoint achieves a hopeful new brand identity with Truth Collective

BrightPoint rebrands after 140 years with Truth Collective

Brightpoint, formerly known as Children's Home and Aid, faced the challenge of rebranding to reflect a major strategic shift from providing alternative child care to empowering families to stay together. Their old identity had become generic and did not differentiate them from similar organizations. They partnered with Truth Collective for a comprehensive brand identity solution including brand strategy, naming, and logo development.

Truth Collective developed the new name Brightpoint and a full visual identity system designed to convey optimism and hope. The result was a new brand that successfully reframed the organization's strategy and resonated with both staff and the families they serve. While specific metrics are not provided, the client's testimony confirms the rebrand was a success, with Truth Collective's process ensuring full staff investment in the new identity after 140 years under the previous name.

BrightPoint