Folk helped to define and bring to life a national brand with local connection for the centres.
The pilot centres hadn’t been created yet, so the brand strategy played an important role capturing a clear and consistent understanding of what they were and how they would connect with people seeking help and support.
In a crowded and often confusing service landscape we saw that the new network of centres didn’t actually need a new name or brand. Instead, we proposed repositioning the ‘Head to Health’ brand name that was already in use for the mental health website, leveraging a mental health support masterbrand that could sit across a spectrum of service models and care.
Co-creating the image of support
We put people with lived experience at the centre of our process. Co-creation sessions conducted with SANE Australia’s panel of mental health peer ambassadors brought in the voice of people with a diversity of conditions and experiences of accessing mental health services. Together we built a picture of what their moment of need looks like and how Head to Health could be the beacon they seek for support.