Association of Diabetes Care & Education Specialists
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Client Category
Association

Project Type
Brand Development

Reframing a profession to reflect its evolving impact.

Helped lead the strategic and creative effort to rebrand the American Association of Diabetes Educators (AADE) as the Association of Diabetes Care & Education Specialists (ADCES). The name change reflected a larger shift in the profession—broadening beyond education to include whole-person care, behavior change and health system integration.

The rebrand included naming, messaging and a new identity system that reinforced the organization’s expanded role while maintaining credibility with long-standing members. A supporting campaign helped launch the change across channels, giving a unified voice to a profession committed to improving lives through innovation, care and expertise.