Recovery services in Oregon existed, but access to them did not. The landscape was scattered—directories in one place, programs in another, and no coordinated hub to help people find what they needed when they needed it. Misconceptions and stigma created additional barriers, keeping many from seeking help at all. When proximity is missing, empathy is missing, too. And in the case of recovery, that lack of understanding can have real consequences. The work ahead wasn’t just about visibility—it was about reframing recovery around dignity, agency, and choice, positioning RNO as the statewide resource built to close these gaps.

Brand Strategy – Brand Positioning – Messaging – Cultural Markers – Narrative Architecture – Copywriting

RNO emerged with a brand grounded in truth rather than stigma—one that reframed recovery as non-linear, personal, and self-directed, and gave people permission to define the journey for themselves. The new messaging, positioning, and campaign system made their role unmistakable: a statewide hub connecting individuals to culturally specific care and community through both technology and human support. With a clear voice and a unified identity, RNO launched an omnichannel campaign that not only reached people but resonated deeply—consistently surpassing KPI and ROI targets while helping individuals access the services they need, on their terms.