ProfectumOne Size Doesn't Fit All

For years, difference was something to fix. Profectum – a nonprofit named for “moving forward” – saw it differently: every person is unique, not broken. Founded by experts in psychology, education, pediatrics, and therapy, Profectum pioneered the DIR® Model¹: a relationship-based approach that helps neurodivergent people grow in their own direction. 

Neurodivergence is more common than many think – one in six². Not a statistic, but a neighbor. A friend. A face across the table. Autism, ADHD, dyslexia, dyspraxia – each brings a different way of thinking and connecting. Yet for families, the diagnosis is only the start. The real journey is learning how to navigate and thrive in a world built for sameness.
 

Profectum began with a radical idea: relationships change everything. That belief reshaped how families experience autism. Now, with a revitalized board, they’re expanding their mission – beyond childhood autism to support the full spectrum of neurodivergence at every age. The goal: to show the world what they’ve always known that DIR®-based care doesn’t just help, it transforms.

They turned to BaseNYC to reflect this evolution in a new brand: one that captures their deep knowledge and their unique role as true partners to families. The visual identity, in turn, needed to adapt – to become more inclusive, flexible, and reflective of the diverse Profectum community.

The BaseNYC team began where Profectum begins: with relationships. Guided by the principles of the DIR® Model, we built the brand around the idea of the “humble expert”: confident, caring, collaborative. A voice that leads with empathy and listens before it speaks. Visually, the identity mirrors this philosophy. Shapes shift and adapt at their own rhythm, echoing the DIR®’s core belief: meet each person where they are and grow from there. Gradients blur the edges, softening boundaries between categories, diagnoses, expectations. The identity is warm and precise, flexible and structured. Built to adapt as Profectum grows, just like the people they support.