VIBRANT

DESTIGMATIZING MENTAL HEALTH.

A taxi sign reads "Emotional Health is a human right" and "vibrant.org" on a red background

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

Two logos are shown with an arrow in the middle, on the left a logo with 3 blue rings and "MHA-NYC Innovations in Mental Health" and on the right a logo in dark blue that reads "Vibrant Emotional Health" with an exclamation point in place of an "i"

A new name and tagline to destigmatize mental health.

Creating a rock-solid brand position helped us 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 mental health associations.

An animation of the Vibrant tagline that reads "Humanity/Giving/Resilience/Dignity/Confidence/Help/Inspiration/Advocacy/Respect happens here"

Developing the communication tools for their team and then training them on how to use them.

The Vibrant icon is pictured, which is a navy-blue exclamation point with a periwinkle blue dot for the base.

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. 

A building-sized billboard features a woman with curly hair, white tank-top and jeans posing as the exclamation mark in the Vibrant icon with "Vibrant Emotional Health" above her head.
A rotation of people from all different backgrounds and ages pose as the exclamation mark in the Vibrant logo.
Vibrant business cards
Stationery with Vibrant branding
The Vibrant icon animated into an "S" shape
A Vibrant ad over the New York City MTA subway entrance that reads "the future looks br!ght"
An animation of the Vibrant icon in an oval shape
A woman walks through a city dressed in black with a white tote bag, covered in Vibrant icons with alternating bright colors for the dot of the exclamation mark.
Hands holding two white mugs, one that says "H!" and the other that reads "Hope Happens Here."
A white tote bag with the Vibrant icon that reads "Vibrant Emotional Health" at the bottom
Mobile views of the Vibrant webpage
A social media post from the @vibrantforall instagram account that reads "1 in 4 Americans are dealing with a mental health issue."
The cover of the Vibrant Brand Book
An excerpt from the Vibrant Brand Book that focuses on the logomark.
An excerpt from the Vibrant Brand Book that focuses on the typography.
An excerpt from the Vibrant Brand Book that focuses on the photography style.
An excerpt from the Vibrant Brand Book that focuses on the tones.
An excerpt from the Vibrant Brand Book that focuses on the photography treatment styles.

Sparking conversations.

Start with stakeholders: rebranding mental health.

"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

A blue sign reads "Annual Gala 2018 Vibrant Emotional Health"
A group of people pose proudly with their navy blue Vibrant shirts in front of a white step-and-repeat
A stack of Vibrant health business cards in white
A blonde woman stands at a podium speaking into a microphone, the podium is white and reads "Vibrant Emotional Health".

What we delivered.

  • Brand Strategy

    Research & analysis

    Vision

    Mission

    Personality

    Tone of voice

    Brand architecture

  • Brand Voice

    Naming

    Elevator pitch

    Brand promise

    Purpose

    Descriptor

    Key messages

  • Brand Identity

    Logo

    Family of fonts

    Color palette

    Copy style

    Photography style

    Brand book

  • Brand Experience

    Brand launch campaign

    Social media

    Proposals & reports

    Presentations

    Service brochures

    Architectural signage

    Workshops & training

Learn more about our branding services

See related work.

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