Colorado LIFTS | STC Design

objective

Create bold, standout branding for CO LIFTS that connects individuals statewide to high-quality behavioral healthcare.

approach

I began by exploring three distinct looks and feels, each expressing the brand in a unique way while staying grounded in Colorado LIFTS’ values of support, trust, and approachability and its mission of connection, expertise, and affordability.

Direction 1 drew inspiration from chain link imagery, a metaphor for the interdependence of healthcare systems, patient networks, and collaborative teamwork. It emphasized strength, connection, and reliability.
Direction 2 focused on usability and clarity, using the universally recognized magnifying glass symbol to communicate guidance, expertise, and ease of access.
Direction 3 emphasized human connection and inclusivity, with approachable typography and strong, direct messaging to highlight accessibility and care.

project

Colorado LIFTS

year

Spring 2025

Branding

copywriting

Hannah Clayton

What are BHASOs?

People in Colorado seeking behavioral health care have expressed that they struggle to locate and receive behavioral health services in the current behavioral healthcare model. The goal is for Behavioral Health Administrative Service Organizations (BHASOs) to facilitate accessible, affordable, and easy-to-navigate behavioral health services to help people in Colorado achieve whole-person health.

BHASOs will also identify care gaps and promote access to services through a network of providers by collaborating with local community organizations.

Colorado LIFTS is meant to be a quick and simple way for people living in Colorado to find a behavioral healthcare provider that works best for them.

THE ASK
Creation of a vibrant and trustworthy branding and easy to navigate landing page to raise awareness of Colorado LIFTS (Linking Individuals and Families To Services) and drive people to use the site to connect with services.

THE AUDIENCE

Adults 18+, living in Colorado

Who are uninsured or underinsured

THE GOAL
Foster trust in the Colorado LIFTS and connect people living in Colorado with their care coordinator.

CONSIDERATIONS

- The clients want a colorful - non governmental brand

- Should feel trustworthy

- How do we recommend they use the BHA logo?

- We can treat the spelling of the acronym (Linking Individuals and Families to Services) as the tagline.

For Colorado LIFTS, the final brand wasn’t about choosing one path, it was about weaving the strongest elements from each direction into something uniquely theirs. The bold, people-first look and feel grounds the campaign in warmth and connection. The bright, modern color palette brings energy and accessibility. And the refined logo serves as a strong anchor for recognition and trust.

Together, these pieces create a brand identity that’s approachable, empowering, and perfectly aligned with Colorado LIFTS’ mission: connecting all Coloradans to quality care.