Work / Brightwater Landing
Riding on the healing trail

Strategy and branding for an iconic New England rehab center


Brightwater Landing is a substance abuse and mental health treatment center in Southeastern Pennsylvania˝- New England. Many of rehab centers feel like hospitals and many people fear going to a hospital setting. Also, many patients have difficulties in accepting that they are addicts or suffer from a disorder. innerpride was commissioned to develop a visual identity that looked more like that of a retreat or holiday resort.


With a name developed by ZIN ZIN, the identity had to follow a clear path: to illustrate the uniqueness of the location and the horseback riding therapy as the most important assets in the healing process. The logo design had to be simple but descriptive. We developped a symbol that incorporated the two main assets - the landscape: in the form of a water wave and the horse for the equine therapy.
Starting from the logo we developed an entire visual language and a complete library of icons for the diverse activities and / or facilities.


The symbol was an instant hit, loved by everyone and instantly associated with Bright Water Landing. As a proof of it’s value it was featured in LogoLounge 9, worlds leading logo design platform and book reference. It was also among the finalists of the Best Brand Awards for North America alongside many famous brands.

Creating over 100 icons was a challenge we met with success. After a symbol everybody loved, we have to take everything a notch higher and come up with this icon ecosystem that would be the basis of the visual language. We’re proud to be pioneers in the rehab identity branding in USA.

George Nisioiu, founder & partner, innerpride

Services involved

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