< Back Next >

Background:
Located on Chicago’s North Shore, Yellowbrick is a groundbreaking psychotherapeutic continuum of care for emerging adults experiencing emotional, psychological or developmental disorders. Affiliated with Evanston Northwestern Hospital’s Family Institute, Yellowbrick encompasses an integrative, multidisciplinary approach that combines lifestyle management with a wide range of traditional and alternative therapies guided by skilled and compassionate clinical professionals. Yellowbrick’s comprehensive and customized approach to wellness helps emerging adults realize self-respect, individual responsibility, mutually sustaining relationships and the competence for a meaningful and purposeful life.


Objective:
Jesse Viner, M.D., a renowned Chicago-area psychiatrist, filled a significant void in the mental treatment continuum by developing an innovative new care model for young adults aged 18 to 30, and assembling a group of the brightest clinicians and therapists with specific expertise within this population. HBG was retained as a strategic partner to bring Dr. Viner’s vision to life – transforming the philosophy of thinking into a business model that aptly reflects the appropriate product portfolio and service offering, brand strategy, name and identity, marketing programs and tools – capturing the uniqueness of this psychotherapeutic approach to mental health care.

  • Conducted comprehensive due diligence interviews with national medical and therapeutic service centers, clinicians and therapists with expertise in the emerging adult population.
  • Developed the name Yellowbrick, inspired by the journey that young adults take as they navigate life’s challenges.
  • Created the tagline, “Find your way home” that clearly represented a call to action that motivates us all and is the underlying promise of the product offering.