Aspenti Health

Challenge

Burlington Labs was a well-known, regional drug testing laboratory brand, high-profile local employer in Vermont, but due to legacy public relations issues, they were acquired with a tainted public image. Brandigo’s primary objective was to develop a new brand name and identity that spoke to the mission of the organization while creating a new, resonant brand narrative that inspired an evolution away from the stigma associated with drug addiction and drug testing facilities to a more compassionate, care-based model.

Solution

Brandigo developed a grounded, yet aspirational, new brand positioning strategy focused on accurate, timely testing with an added emphasis on innovation, education, thought leadership and community engagement. The new brand became Aspenti Health, from the hybrid of words “Aspen” tree which is symbolic of “clarity of purpose” and “ti” which is the seventh note and “leading tone” on the musical scale. Together, they signify the unified mission of the new organization, interconnectedness, and being part of a larger mission while creating harmony for clients, colleagues and patients. Brandigo also created a brand architecture, comprehensive suite of messaging and creative assets that activated the brand both internally to colleagues and stakeholders, and to the market. Aspenti continues to experience sustained growth with a clear, powerful and well-articulated vision that resonates with key audiences.