Destigmatizing mental health.
VIBRANT
We always feel really privileged when we partner with people who are making a critical difference to people’s lives. The Mental Health Association of New York City, now Vibrant Emotional Health, help over 2.5 million people a year, providing critical help through their NYC programs and US wide services like the National Suicide Prevention Lifeline.
We worked with the leadership team and board to completely review and redesign their brand communications. From a deep dive, we developed their brand strategy by uncovering the DNA of the organization, what makes them tick, and is as true today as it was the day they started over 50 years ago.
vibrant.org
A new name and tagline to destigmatize mental health.
Creating a rock solid brand position helped us to develop an authentic new brand voice for them. Making them even more accessible and approachable is crucial to their ability to provide help to people in need, where, when and how they need it.
Most importantly, we created the new name, Vibrant Emotional Health. This, paired with the new tagline ‘Hope Happens Here’, reinforces the message that help is available for everyone and moves away from the more stigmatizing associations of mental health.
Developing the communication tools for their team and then training them on how to use them.
We’ve given the team the tools they need to reach new audiences and ultimately give support and help to even more people across the US. After developing their messaging, we took the communications team through a writing workshop so they could adopt their new tone of voice in the run up to their brand launch.
We redesigned the website, retaining the all important ability to find help immediately, while bringing to life the programs and cutting edge technology solutions. We’ve created all the digital and print assets so every touchpoint is consistent and brings their personality to life.
What we delivered.
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Brand Strategy
Research & analysisVision
Mission
Personality
Tone of voice
Brand architecture
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Brand Voice
NamingElevator pitch
Brand promise
Purpose
Descriptor
Key messages
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Brand Identity
LogoFamily of fonts
Color palette
Copy style
Photography style
Brand book
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Brand Experience
Brand launch campaignSocial media profiles & assets
Proposals & reports
Presentations
Service brochures
Architectural signage
Workshops & training
"There’s a personality and an ethos that’s deeply seated in the organization and it was really useful to have a third party like Good Stuff Partners come in and pull that out of us, creating a voice around those discoveries."
— Josephine Parr, Vice President of Marketing and Communications
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