Jade Health Branding

Jade Health: Shaping the Future of Behavioral Healthcare with a Strategic Rebrand



A-Train Marketing was entrusted with creating a cohesive and future-forward brand for Jade Health, the new parent company of BHCOE's expanding network of behavioral health services. BHCOE’s previous structure consisted of individual brands thriving in their own right but lacking a unified identity. A-Train Marketing’s challenge was to develop a name and comprehensive brand that could represent the full spectrum of BHCOE’s services, while allowing room for future growth.



Through a methodical and strategic naming process, A-Train Marketing developed the name "Jade Health" to embody innovation, collaboration, and quality care—values at the heart of BHCOE’s mission. The jade stone symbolizing balance, clarity, and healing became the visual cornerstone of the brand’s identity. A-Train Marketing created a logo, color palette, and visual elements that reflected these themes, combining modernity with accessibility.



The project also included the development of mission-driven messaging that aligned with Jade Health’s goal of advancing person-centered behavioral health through measurement science and performance-based standards. In tandem with the branding work, A-Train Marketing launched a user-friendly website designed to present Jade Health as an industry leader, just in time for key industry events.



This initiative marked the successful transformation of Jade Health into a recognizable, future-ready brand that now stands poised to expand its influence across the ABA and autism sectors. By bringing together its diverse services under one compelling identity, Jade Health is now set to inspire greater equity, transparency, and care in behavioral health.