Central Reach —
Redefining and Expanding a Category Leader
CentralReach was the largest provider specializing in ABA Software to support clinical practices working with those with Autism. The company needed a broader category definition and story as they expanded to address other aspects of life – from school, to work, to independent living. This shift meant the company needed to address multiple different audiences (employers, educators, and parents) in new markets.
CentralReach’s new descriptor, “Elevating Autism and IDD Care Through Technology,” speaks to the company’s ability to manage every aspect of care at every stage of life.
As the recognized leader in ABA software, CentralReach needed to widen its reach to address all aspects of care at every stage of life and was seeking the appropriate category to frame their work.
We leveraged our Voice of the Customer and Voice of the Market interviews to define the Autism and IDD Care space as the new category for CentralReach.
As a mission driven company, it was important for the market to understand that CentralReach truly cares about the individuals they serve.
Starting with fresh, modern colors, we incorporated a heart shape into the identity that can translate to elements of the visual brand with heart lines connecting all the many people that impact the lives of those with Autism or IDDs.
Their brand positioning needed to be flexible enough to scale for the expanding brand portfolio bringing all aspects of autism care together.
We spent time with several internal and external members of CentralReach to understand how to expand the boundaries of their existing brand. In turn, we utilized their unique methodology to leverage it as a core message.