Pelago
Virtual clinic Quit Genius was created in 2017, it partners with employers to provide discreet treatment at scale for people with addictions, offering to those who need it most.
Challenge: The leadership team felt the Quit Genius brand was failing to connect with audiences, and a new brand was needed to support members, drive fundraising, and propel growth.
Solution: The sector was loaded with terms like “addict” and “rehab”, so there was a great opportunity to change the conversation, and replace these words with something new and ownable. By using new words which helped define a new category: “substance use management for the workplace”, and a brand idea of “Nobody is an island,” this narrative could help remove the stigma surrounding these issues help people become aware of substance use care that actually worked.
Naming workshop
New brand story
TOV development
Taglines and messaging ideas
Creative concept development
Made with ALINE studio
Independent Creative Director of Copy and Creative strategy
Making waves
We came to “Pelago” after an in-depth naming process. Rooted in the word “Archipelago” (a string or chain of islands scattered among the sea) Pelago alludes to islands that have moved away from the continent to which they were attached, but, remain close enough to be connected and supportive.
Plain sailing
After defining the brand idea (positioning) we positioned the brand’s story to match its
personality. Optimistic and Ally would represent Pelago’s commitment to supporting members every step of the way. Centered and Progressive would represent
the cutting-edge technology and data-driven insight used to deliver care
informed by science.
Message in
a bottle
The tone of voice came directly from the brand idea “You are not an island”. It was important that the words Pelago used, showed people with dependency that they were far from alone. Phrases, sentences and rules immediately sprung from this cool creative territory and a unique brand voice was put out to sea.