Help Group*

A comprehensive branding initiative to better communicate who Help Group* is, who they serve, and to connect with more people who need their expertise.

A new brand architecture clarifies the breadth of support available at Help Group. Six color-coded global doors simplify navigation and come together to create Help Group*.

The development process has been both reflective and forward-looking, ensuring that the new dynamic brand system captures their life-long, wrap-around care while projecting a clear vision for a neurodiverse-affirming future.

Help Group* respectfully meets everyone where they are, with a determination to move beyond stigma and toward possibility.

While some schools and programs had established legacies, others were unknown, misunderstood, or disparate. Thus renaming each and everyone of them was not viable. Instead, a simple convention unifies a constellation of names while strategically pointing to their collective impact: this program helps, that school helps, and YOU help*.

A distinct color for each service is implemented throughout—from keyword searches, to photo backgrounds, and wardrobe choices.

The new brand reframes special needs as human needs. Help Group meets individuals where they are and helps everyone along their neurodiversity journey.

The asterisk* serves as a symbol and a logo. The asterisk as a symbol enables simplicity and answers complexities in asterisked footnotes. The asterisk as a logo brings visual cohesion across all Help Group* schools and programs.

The new dynamic brand system encapsulates the vast array of schools and programs while dignifying difference — embracing the possibility of collective impact.

Finding help made easy.

Social service agencies must always demonstrate impact. Field-wide jargon abounds. Simpler language describes outcomes in ways everyone can understand. Beac use everyone deserves to find the help they need.