These days you can’t say retarded, so for Northwest Center for the Retarded something needed to change. The updated brand position and messaging shifted the conversation away from the deficits of the individual to a celebration of the human spirit. Now known as Northwest Center: People of all abilities, the 50-year old organization is dedicated to integrating clients into the workforce. The results are an increased productivity and better work environment. Or as we say, “It’s good for business.”


We rebranded the center with an updated logo, new visual guidelines, a television and radio PSA, and outdoor campaign.


In the year following the launch of the new brand, Northwest Center’s donations increased 225% over the previous years.