This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

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."

1 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Try it NOW
Only $9.95
Try it NOW
14-Days Free
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,678.23 -40.31 -0.23%
S&P 500 2,056.15 -4.90 -0.24%
NASDAQ 4,863.3620 -13.1570 -0.27%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs