Valley’s Behavioral Health Organization Rebrands With Open Hearts

Youth Evaluation and Treatment Centers (YETC) Changes Name, Image Under New President / CEO Arjelia “ Argie” Gomez and All-Women Leadership

Phoenix, AZ (February 19, 2016) — Today a Valley long-standing behavioral health and wellness organization entered into a new era in their 42-year history with the launch of a new name and brand image. New President & CEO of Youth Evaluation and Treatment Centers (YETC) Arjelia “Argie” Gomez, along with the Board of Directors and staff leadership, unveiled the organization’s rebranding from YETC to “Open Hearts Family Wellness” during a community event at the Heard Museum. The branding change coincides with Open Hearts’ focus on a holistic approach to family wellness.

“Last fall we embarked on a six-month research and rebranding project where we heard first hand from the individuals and families we serve,” said Argie Gomez. “We conducted a series of focus groups with parents, behavioral health experts and stakeholders to assess and define our value proposition and our role in the community. Our clients and stakeholders spoke loud and clear: it was time to change our name and rebrand our image to one that is more reflective of our quality care and services.”

Last night’s introduction of the new name, logo and brand image is the culmination of the first major brand transformation the non-profit organization has undertaken in its 42-year history. Open Hearts first opened its doors in 1974 to develop a new model of community-based services and remains dedicated and true to its mission to provide holistic, quality services to support the well-being of people and the communities to which they belong. Gomez took the helm of the organization in July 2015 and is joined by seven other talented women in the leadership team ready to take Open Hearts to new levels in the behavioral health and wellness field.

“It is exciting to see where Argie and the leadership team have taken this organization in such a short amount of time,” said Open Hearts Board of Directors President Javier Puig. “The members of the board are thrilled with this much-needed rebranding, which will help us better serve the growing needs of our clients and inspire them to achieve emotional and mental wellness.”

The new name and logo seek to bring the organization together under one umbrella and increase awareness and recognition of its work across the community. “Our new logo speaks to our passion and love to providing care and the bond between a family or our therapeutic partnership with the clients,” said Gomez. “We wanted to pick a name and image that was truly reflective of our work and the healing relationships that we establish every single day.”

Torres Multicultural Communications (TMC), a full service minority and Latina-owned marketing communications agency in downtown Phoenix, spearheaded the rebranding process. In addition to the new logo, Open Hearts and TMC developed a new bilingual website openheartsaz.org and new collateral and promotional materials such as business cards, English and Spanish-language brochures, t-shirts, pens, notecards, notepads, and folders, ensuring an all-encompassing rebranding. To schedule a tour of Open Hearts Family Wellness or an interview with President & CEO Argie Gomez call Norma Gutierrez or Will Medina at 602.354.3430.