For 70 years, the Permian Basin Rehabilitation Center was a fixture in Odessa, Texas. But the name “Rehabilitation” came with baggage. Locals thought it was a drug and alcohol rehab facility, not a center for physical therapy, occupational therapy, and speech pathology. To thrive, PBRC needed more than a logo refresh. They needed a total rebrand that redefined who they were and what they stood for.

The word rehabilitation was holding them back. The community didn’t see the hope, progress, and empowerment behind the work PBRC did every day. We realized the key wasn’t to fix the old name. It was to reimagine it.

We dropped one letter and unlocked a whole new story. By changing Rehabilitation to Reability, we replaced confusion with clarity and introduced a name that celebrates what the center truly provides: the ability to move, speak, and live fully again.

A bold, uplifting visual identity followed: bright, confident colors, educational icons, and a tone that matched their inspiring mission.

The transformation was immediate. The new brand unified staff under a shared purpose and sparked pride throughout the Odessa community. What started as a name change became a powerful rallying cry: Reability: the power to reimagine care.