Youth Evaluation and Treatment Centers rebranded to Open Hearts Family Wellness during a community event at the Heard Museum.
Open Hearts’ new President and CEO Arjelia Gomez announced the new rebranding of the 42-year-old health and wellness organization along with the board of directors and staff leadership at the event.
“Last fall we embarked on a six-month research and rebranding project where we heard first hand from the individuals and families we serve,” Gomez said. “We conducted a series of focus groups with parents, behavioral health experts and stakeholders to assess and define our value proposition and our role in the community. Our clients and stakeholders spoke loud and clear: it was time to change our name and rebrand our image to one that is more reflective of our quality care and services.”
Thursday’s introduction of the new name, logo and brand image is the culmination of the first major brand transformation the non-profit organization has undertaken in its 42-year history.
Open Hearts first opened its doors in 1974 to develop a new model of community-based services and remains dedicated and true to its mission to provide holistic, quality services to support the well-being of people and the communities to which they belong.
Gomez took the helm of the organization in July 2015 and is joined by seven other talented women in the leadership team ready to take Open Hearts to new levels in the behavioral health and wellness field.
“It is exciting to see where Argie and the leadership team have taken this organization in such a short amount of time,” said Open Hearts Board of Directors President Javier Puig. “The members of the board are thrilled with this much-needed rebranding, which will help us better serve the growing needs of our clients and inspire them to achieve emotional and mental wellness.”
The new name and logo seek to bring the organization together under one umbrella and increase awareness and recognition of its work across the community.
“Our new logo speaks to our passion and love to providing care and the bond between a family or our therapeutic partnership with the clients,” Gomez said. “We wanted to pick a name and image that was truly reflective of our work and the healing relationships that we establish every single day.”
Torres Multicultural Communications (TMC), a full service minority and Latina-owned marketing communications agency in downtown Phoenix, spearheaded the rebranding process. In addition to the new logo, Open Hearts and TMC developed a new bilingual website openheartsaz.org and new collateral and promotional materials such as business cards, English and Spanish-language brochures, t-shirts, pens, notecards, notepads, and folders, ensuring an all-encompassing rebranding.
