Via Cognitive Health Branding
Breaking New Ground
The Jud C. Hickey Center for Alzheimer's Care has roots in Augusta going back to the 1980s, and has been an integral part of our community since its founding. It's so much more than just a day center for loved ones with Alzheimer's and Dementia. Innovative care has always been their core mission. Their dedicated staff develops unique and effective programming for members; an always-fresh and metrics-based 'curriculum' that keeps each day engaging and uplifting for those in attendance.
On the verge of big, exciting changes, and outgrowing their current space, the Jud C. Hickey Center recognized the opportunity for a rename, rebrand and unifying rally cry for the bright future of their organization. Thus, Via Cognitive Health was born.
What a Gem
After several rounds of community surveys, we ascertained a rename would be key to their future growth and success, and better communicate their primary goal—the cognitive health of their membership (in fact, their program has been proven to slow the cognitive decline that comes with an Alzheimer's or Dementia diagnosis). This new name also helps encapsulate Via's goal of becoming the go-to community resource for the families of these loved ones.
Via's brand is positivity visualized—bright, hopeful colors, friendly yet smart typography and a custom wordmark handcrafted to focus on the 'i'—the 'individual' in the center. A ring of gems surrounds the 'i' like a halo, reflecting the preciousness of each member, and emphasizing the mind. Each part working together helps create customer touchpoints that make this new journey a little less scary.
Finally, a new tagline and rallying cry, "A Brighter Spark," evokes a more hopeful and positive outcome for a life-altering diagnosis, referencing the metaphorical sparks that ignite when cognitive connections are made, as they are at Via.
“We have had a great time working with the Wier / Stewart team. They took a lot of time understanding our dementia programming and the best way to communicate our goals. Our families and members, board of directors, and volunteers have been thrilled with the new vibrant logo and messaging!”
Jennifer Pennington / Via, Executive Director
Via broke ground on their new facility in Augusta on December 13, 2022.
“What an absolute joy to work with people who have dedicated their lives to making the all-to-ubiquitous journey of cognitive decline a much more hopeful experience. We can't wait to watch Via's bright future unfold, both in our community and beyond.”
Rachel Baker / Brand Lead