A new brand fighting to destigmatize mental health in America.
The future of mental health looks bright.
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.
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.
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.