How Sandbox Studios Renamed and Rebranded Addcounsel as Harbor

Addcounsel had grown from an addiction recovery service into a broader mental health provider. Sandbox Studios gave it a new name, Harbor, and a brand built on trust, discretion and luxury.

Sandbox Studios for Harbor

Harbor

Client: Harbor
Agency: Sandbox Studios
Type of work: Brand & identity, Websites & CMS
Sector: Healthcare & Pharma
Scope: Name generation, brand development, UI/UX design, web development

Harbor provides inpatient mental health and addiction care, one patient at a time, for high net worth clients from a range of cultures. Until its rebrand it was called Addcounsel.

The Challenge

Addcounsel was growing from a bespoke addiction recovery facilitator into a provider of a broad range of mental health services. It wanted a name and a brand that reflected its ethos and that change. The brand had to convey trust, and with it discretion, expertise and luxury.

The Approach

Sandbox Studios took the business from "Addcounsel" to "Harbor", a name chosen for its connotation of a safe refuge. The team then built trust, discretion, expertise and luxury into a brand suite that highlights Harbor's position in its market. The work also covered UI/UX design and web development.

We engaged the services of Sandbox to help us rebrand our very discreet and highly curated mental health and addiction service. As our service proposition is very niche and aimed at the luxury UHNW community, we took some time with the team to ensure they really understood what we were trying to achieve. We also operate across multiple geographical locations, so cultural awareness and competence is a pre-requisite of the language and tone.
During the development phase there were multiple agencies involved to ensure we had the right customer experience. I have to say the outcome has surpassed our expectation. The impact in the market has been incredibly positive and very well received.
I'd like to thank Sandbox for their patience, creative genius and team work. Great job.

Chief Operating Officer, Harbor