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Siegel+Gale Renames And Rebrands BrightFocus Foundation To Ensure Its Fight Is Clear And Cause, Urgent - To Save Sight And Mind

NEW YORK, March 11, 2013 /PRNewswire/ -- Global strategic branding and customer experience firm Siegel+Gale (, in partnership with BrightFocus Foundation (, formerly known as the American Health Assistance Foundation (AHAF), is offering insight into its dramatic brand revitalization effort, which included proprietary research, repositioning, naming and visual identity development. BrightFocus Foundation fights Alzheimer's disease, macular degeneration and glaucoma by advancing research, promoting positive behaviors and facilitating public assistance to those affected.

(Logo: )

BrightFocus Foundation had always been at the forefront of brain and eye health, but it needed a more compelling brand story, a name that more accurately articulated its purpose and an identity that emphasized its commitment to breakthrough research, education and advocacy.

Through extensive research, Siegel+Gale developed a new positioning for the nonprofit—moving from a focus on age-related diseases, which lacks an urgency to act, to a focus on diseases that cause an irreversible deterioration of the brain and eye. The new brand platform makes a simple, yet strong promise to all generations affected: "Our fight is clear and our cause, urgent—to save sight and mind."

"Our goal was to re-brand BrightFocus Foundation as inspiring, innovative and focused," said Hayley Berlent, senior strategy director at Siegel+Gale. "We wanted to help it stand out from other health-related nonprofits by communicating its cause simply, its distinctive approach clearly and call to action with urgency."

With this in mind, Siegel+Gale collaborated with the CEO and board of directors and decided on a fresh and evocative new name: BrightFocus Foundation. "BrightFocus" speaks to clarity of purpose, the health of sight and mind, a commitment to innovative medical research and optimism for the future. To bolster the new name and purpose, Siegel+Gale created the tagline, "Cure in Mind. Cure in Sight."

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