A few years ago, CMHA Middlesex came together out of a group of local service providers under a national, recognized brand. In 2016, they were ready to align their much loved social enterprise and specialized service brands with the national look. Having worked with the team on another project, we were thrilled to join forces once again.
The idea was to build on the brand story of a newly amalgamated mental health services organization by bringing two community services (My Sisters' Place, a drop-in space for vulnerable women, and Impact Junk Solutions, a social enterprise staffed by people with mental health concerns and dedicated to the removal of unwanted household items) in line with national branding guidelines.
Working with the stakeholder groups involved with CMHA Middlesex and each distinct brand, we created new logos, as well as collateral for each brand (brochure, retractable banners, business card templates, social media imagery and website graphics), branding guidelines and plans for brand harmonization (including editorial support).
The result: Service-specific brands that are cohesive with national branding while showcasing the unique value of the individual services themselves within the communities they work.