The copy of the Hazelden Voice you hold in your hands is the first issue featuring a design that is part of Hazelden’s new brand program. The visual identity is being systematically incorporated into all materials you receive from Hazelden.

What you see in this redesigned Voice, and other Hazelden publications and materials, is a visual identity designed to communicate Hazelden’s essential characteristics of optimism, caring, innovation, spirituality and healing.

"The distinctive shape of our new logo creates a dynamic, energetic and memorable identity that distinguishes Hazelden," according to Tom Galligan, Hazelden's chief marketing officer, who worked with patients, families, referents, alumni, donors, payers, staff, board members, and Tilka Design, a Minneapolis communication design firm, to determine what the new visual identity should communicate. "We think this design idea is professional, serious, compassionate, and open to personal interpretation."

While you'll see that publications and materials from Hazelden are being redesigned, the brand work that has been going on at Hazelden is not just about what you see, but perhaps more importantly about the value that we strive to provide to the people we serve. To that end, Hazelden has developed a brand promise: "Hazelden promises patients, families and customers the best opportunity for lifelong recovery."

Why such a focus?  Hazelden President and CEO Ellen Breyer answered that question when she introduced the new brand to Hazelden employees. That emphasis, and the consistency of purpose that goes along with it, "makes an enormous difference in transforming lives," she said. "Hazelden employees come to work each day dedicated to the belief that collectively and individually we strive to accomplish this."

But to simply say Hazelden offers the best opportunity is not enough. Hazelden has to back it up with a dedication to effectiveness, and that became a key in our brand work. Specifically, we reiterated and refocused what has always been at the heart of Hazelden’s mission--integrating treatment, education, research, publishing and continuing care to most effectively respond to the disease of addiction.

What we say, what we do, and what we look like sends a strong message, Breyer further told employees: "Hazelden is special. Hazelden is different. Hazelden brings together a unique system of resources, experience and skills to restore hope and provide the best opportunity for lifelong recovery."

"Living our Hazelden brand will require everyone at Hazelden to think about effectiveness in new ways in order to live up to what we promise patients, families and customers," Galligan added. "This emphasis will influence all of our actions as we transform to better serve all of those who come to depend upon Hazelden."

-Jeff Moravec, director of Brand/Public Relations/Communications

Published in The Voice, Winter 2007