Years before the federal government declared a war on drugs, Richard S. Csandl opened the first rehab center in Allentown, Pa. Known as the region’s father of drug rehabilitation, Csandl saved lives, rebuilt families and trained more than 100 of the area’s drug counselors. Csandl’s efforts grew into Treatment Trends, Inc., a private, non-profit 501(c)(3) corporation, which operates multiple programs and facilities aimed at helping individuals sustain recovery. In 2022, Treatment Trends marked its 50th year with an ambitious plan to align goals and leadership for its next 50 years.

Treatment Trends sought a rebranding to establish its professionalism as an industry leader, communicate the diversity of its services and battle social stigmas around rehabilitation. The history of its old logo is lost to time, but the mark eludes to elements of nature and has a vaguely Native American influence. The company also identified language in its tagline that is outdated for a modern view of treatment, creating a contradiction with its services.

Research, exploration and conversation provided critical guidance for the rebrand. A conceptual mood board helped artistically express intangible emotional descriptors and led to a broader discussion on brand needs. A botanical theme with tactile visuals and bold, modern shapes best evoked the transformative process of recovery while providing a sense of grounding stability to the viewer.

Sustained recovery is found through a continuum of care at different stages which made TTI facility identities just as important as the parent logo. In the TTI icon, the jot changes to reflect the level of care offered through the continuum. In addition to the logos, a secondary mark was created to communicate this continuum of care. Each layered shape serves as a level of care, positioned in a way where the progression is imperfect and fluid rather than linear and absolute. This brings awareness to the idea that a client can enter into the continuum at any level and move through it at their personal journey.