Cayuga Addiction Recovery Services
Brand Refresh
For nearly fifty years, Cayuga Addiction Recovery Services has opened eyes to a future beyond addiction, aided in the fight, and proved that recovery is possible.
C.A.R.S. approached me to rework their brand identity from the ground up. The challenge was myriad. Their client base was split—half knew the organization solely by a misleading acronym and the other half knew the organization by its full name. Coupled with this, a logo depicting an ambiguous star on a map of New York, left numerous opportunities to improve their messaging.
For the sake of clarity, the new logo features both the acronym and the extended name. As the pinpoint of the visual identity, it alludes to the common idiom, “to turn a new leaf,” while resembling a set of hands embracing. The brand's conservative color palette is accented with cheerful Marigold and Lemongrass, designed to feel luminous and crisp, referencing the hope of a brighter future.

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