For more than forty years, Prime For Life has helped people make clearer choices about alcohol and drugs. Their work as the Prevention Research Institute was adopted by dozens of states across the country to be the leading curriculum for drug and alcohol abuse courses. However, the original brand, with its dated look and academic tone, was falling behind their modernized and innovative work. We rebranded the organization to be friendlier and more consumer-forward, ensuring the groundwork laid by PRI would be carried into their next chapter.
A Brand Built for Growth
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The old identity already leaned on nature, so we took that thread and ran with it. The new main logo centers on a leaf, a symbol of new growth and of a person evolving, no matter where they’ve been or wherever they are now. That matters for an audience that arrives at very different moments. Some come because a court or an employer requires it. Others come on their own, or as parents, educators, and counselors. The new mark welcomes all of them without judgment.
Prime For Life has expanded to include a new family of courses. Prime Choices, Prime Accountability, Prime Parents, Prime For Life 420, and Prime Solutions each received their own treatment as sub-brands, designed to sit beside the main logo so people can tell the courses apart at a glance and still see one organization. Prime Choices carries extra weight as the direct-to-consumer version of the curriculum. It had to feel approachable to someone exploring on their own, and encourage their step towards a healthier life. We extended the naturalistic themes through the visual identity, bringing the leaf through every touchpoint. Greens, teals, and soft blues set a calm, hopeful tone, and flowing wave shapes mimic the breath of fresh life.
The messaging made the same shift from academic to human. Prime For Life’s approach is judgment-free and grounded in research, so the voice is warm, plain, and direct. Built around the idea that everyone has the capacity to grow, it treats participants as capable adults and does so without relying on jargon or judgmental language to help them understand that Growth Starts Here.
The website pulls it all together. The intro section offers an immediate reassurance that everyone has the capacity to thrive, and offers the first opportunity to find a course. Further down the page, instead of asking visitors to work out which program applies to them, a short prompt asks why they’re here and points them to the right course, including Prime Choices for people exploring on their own. Program professionals get a separate path to training events, workbook orders, and the instructor dashboard, and a dedicated research section lays out the science for anyone who wants to check it.
What We Delivered:
