CMHA Middlesex Brand Harmonization

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CMHA Middlesex Brand Harmonization

When the Canadian Mental Health Association's (CMHA) Middlesex branch amalgamated a variety of local health services under a nationally recognized brand, we built the website. In 2016, they were ready to align their much loved social enterprise and specialized service brands with the national look.

Included in CMHA Middlesex's suite of services were two community service offerings: My Sisters' Place, a drop-in space for vulnerable women, and Impact Junk Solutions, a junk removal social enterprise that creates work for people with mental health barriers. While both Impact Junk Solutions and My Sisters' Place were both services rooted in the local community, it was time to bring these two brands in line with the CMHA national brand guidelines. CMHA Middlesex needed a partner that could balance the corporate need with the unique brand personalities of each of these community services. Having worked with the team on another project, we were thrilled to join forces once again.

Working with the CMHA marketing team and stakeholders from Impact Junk Solutions and My Sisters' Place, respectively, we created logos based on national branding guidelines, 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). We engaged in focus group discussions to involve stakeholders at each step.

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.

“On time and on budget, the team created a new visual identity for the brands that easily aligned with the CMHA identity. They also provided a road map for telling our stories together. ”


— Kristy Cairns, Manager of Communications and Public Engagement

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