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For over 57 years, the Autism Society of America has been a trusted source of support, advocacy, and education for the Autism community. With the growing number of individuals impacted by Autism, the organization recognized a need to modernize its brand. The goal was to create an identity that reflected inclusivity, supported its affiliates, and empowered the diverse Autism community. Watson Creative partnered with the Autism Society to design a brand that united its mission under one cohesive vision.
Watson faced a unique challenge: creating a brand that resonated across a deeply diverse audience while unifying over 75 nationwide affiliates. The Autism Society needed a clear, accessible narrative that bridged perspectives, from medical advocacy to neurodiversity inclusion, while providing practical resources for families.
Through deep research and engagement with more than 150 stakeholders—including self-advocates, caregivers, and thought leaders—Watson uncovered a vital insight. Across all groups, the concept of connection emerged as the most powerful unifying theme. This insight became the cornerstone of the Autism Society’s new identity.
The Autism Society’s new logo and visual identity were designed to symbolize connection, diversity, and inclusion. Using a "thread" motif, Watson created a cohesive design language that visually tied together the community’s unique experiences while emphasizing unity.
The website redesign became a critical piece of the rebrand. Knowing that many families first engage with the Autism Society after receiving a diagnosis, Watson prioritized an intuitive, emotionally supportive digital experience. The site featured accessible navigation, inclusive content, and a warm visual design, ensuring visitors felt supported from the moment they arrived.
At the heart of the new brand is the tagline, The Connection is You. This message encourages self-advocates, families, and supporters to recognize their role in fostering connection and creating a supportive community.
Watson developed a messaging framework that seamlessly integrates with the organization’s mission, providing clarity and consistency across its national affiliates. The rebrand empowered local chapters to adopt a unified voice while retaining the flexibility to address their communities’ specific needs.
Kristyn Roth, the Autism Society’s Chief Marketing Officer, reflected on the project’s success: “Watson’s approach to creative development and messaging truly captured our story and made us fall in love. The messaging was strong enough to stand on its own, while the creative elements allowed so much room for creativity. Watson's work on our rebranding project was exceptional and resulted in not just a new brand, but a renewed sense of pride and ownership among our affiliates.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
