SMH Announces Launch of New Brand

Sound Mental Health, a provider of comprehensive quality mental health and addiction services for more than 50 years, announced today the launch of a new corporate brand identity, name and tagline. The organization will now be known as Sound. Among the other changes will be its logo, tagline and domain name (

Branding research determined that evolving its brand identity, rather than completely changing its name, was the optimal decision. The reputation and equity built under its previous identity is a valuable asset, but no longer accurately reflected the organization’s complex array of mental health and addiction services. The new naming effectively addresses both issues.

“Over the past 50 years, we’ve built a strong reputation for quality and innovation,” said Patrick Evans, Sound CEO. “Our market research confirmed that evolving our name, rather than completely changing it, was the appropriate strategic move for us. While we wanted to accurately reflect our work in the new naming, we also wanted to enable opportunities to market the organization in pursuit of new opportunities for future growth and expansion.”

Including a new tagline (“the forefront of behavioral healthcare”), the rebranding is part of the organization’s strategy to evolve its business and create a foundation for new opportunities. The organization underwent a strategic reorganization early last year to better leverage its business; it moved its corporate headquarters to Tukwila to increase available service space for clients and centralize operation; it recently adopted Reaching Recovery, an innovative new care model to enhance client outcomes; and is actively exploring new lines of business in the health care marketplace.

In all, the branding embodies an organization that is reinventing itself, but is still very committed to its community behavioral health roots. The new identity builds upon its history of innovation and quality care, but also opens doors to the future.

“This is an exciting change for us and marks a strategic pivot in our future direction as a health care business,” said Steve McLean, director of Marketing and Public Relations. “While our commitment to the community we serve will not change, there is incredible potential to grow. Our new branding positions us for those opportunities.”

About Sound

For more than 50 years, Sound has served the most complex addiction and mental health issues in our community, providing high quality, comprehensive services throughout the region. The organization is an early adopter of Reaching Recovery, an evidence-based clinical model that promotes high levels of client engagement, improves outcomes and enables providers to better measure a client’s recovery. Sound stands at the forefront of the behavioral health field, accepting the most difficult cases and exploring new approaches to care. Our goal is to help individuals and families achieve the highest level of independence possible by providing addiction treatment, mental health, vocational, supportive housing and many other services. To learn more, visit

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