Counseling Services, Inc. (CSI) is a non-profit community mental health, substance abuse treatment and support organization that serves residents in southern Maine. In 1999, when Encompass first met with them, CSI had a variety of programs that were publicly known by their program names rather than the CSI name. Some of these programs had nothing to do with counseling, so most employees who worked in these programs cited the program name as their employer. As a result, employees were not connected to the parent organization and CSI lacked name recognition in the community, which impacted its fundraising efforts. CSI asked Encompass to help it create a more cohesive brand that both employees and the community could support.
Encompass began by conducting key person and group interviews with employees, board members, volunteers, and opinion leaders in the community. From there a Communication Plan was developed that included eliminating the “Counseling Services” name and creating a logo that used just the “CSI” acronym. A color palette was created for the logo: one set for the parent organization and another set for each of the individual programs so that each program could maintain its identity while also showing its connection to the parent organization. Among other outreach efforts, talking points were developed for employees, board and the volunteers to help launch the new look and name. We also created new looks for CSI’s stationery, annual report, and print ads.
From 1999 - 2005, Encompass provided creative services to CSI. Then in 2006, we were called back to update the Communication Plan, which was followed by an outreach video for fundraising and educational purposes. Encompass continues to work with CSI, developing the majority of its creative materials, which include trade show exhibits, annual reports, print ads and brochures.