A brand that signifies the promise of lifelong recovery

Founded in 1949, Hazelden is a national not-for-profit organization focused on addiction disease treatment. Hazelden provides comprehensive services and products including alcohol and drug addiction treatment, after and continuing care, a graduate school, a research institute, public education and advocacy, and publishing. Hazelden selected Tilka Design to re-brand the organization.

The new brand is a result of in-depth brand research and analysis completed by Tilka Design with aspects of the research conducted in collaboration with Weber Shandwick. Upon approval of the brand platform and associated strategy defining brand architecture, promise, position, values and character, Tilka Design developed an identity and system that established the Hazelden logo and supporting visual elements.

Hazelden created the Minnesota model of addiction treatment and has since continuted to innovate and advocate for effective treatment. Hazelden's brand system is now positioned to offer the best opportunity for patients and their families to begin the process of living a life of recovery. The visual aspects of the brand system communicate hope and transformation.

Tilka Design collaborated closely with staff to introduce, inform, and train employees how to transition to the new brand presentation. An extensive print library of bibiotherapy information was converted to MS Word branded templates for print and electronic distribution. Additionally, Tilka Design worked with Hazelden communication staff to meet ongoing communication needs while developing complete brand standards and guidelines. A comprehensive body of brand materials was applied to literature, newsletters, trade show displays, catalogues, exterior and interior signage systems, development literature, advertising, an icon system and presentation systems.

Hazelden continues to build and grow its brand while remaining focused on the important work of bringing hope to patients and their families to live full, productive lives in recovery.