MassAbility
Celebrating what’s possible with a new brand for Massachusetts’ disability community.
Public Health
Public Sector
The gap
The Massachusetts Rehabilitation Commission exists to help people with disabilities. But many people with disabilities weren’t engaging with them.
The research
MRC had an awareness problem and a perception problem. First, far too few people knew about MRC. And second, those who did were offended by the “Rehabilitation” in their name, because it suggested people with disabilities needed to be “fixed.”
The strategy
We positioned MRC as the place where anything is possible for people with disabilities.
The creative
With a brand new name and optimistic idea, we turned a place where people with disabilities went to be fixed into a place where “Possibility is our purpose.”
