A strong voice for mental health advocacy
Australian Society of Psychiatrists

Australia already has a peak body for psychiatrists. But for a passionate group within the profession, the advocacy around serious mental illness wasn’t nearly loud enough, urgent enough or visible enough. The Australian Society of Psychiatrists – ASoP – was formed to change that, and they needed a brand that could help them rally support from the ground up. And they needed it in four weeks.

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With a mental health system in crisis, ASoP was a start-up with a serious mandate. It had to establish itself quickly and credibly, and with a brand that could open doors – to government, media and new members – all at once.

We began with the logo, focusing on the acronym but setting it in lowercase letters. This turned ASoP into a word that felt warmer and more human. The hand-crafted lettering reinforced the highly personalised nature of psychiatry. And to help the brand cut through a sector dominated by safe, institutional blues, we created a colour palette led by bright green and grounded in dark navy.

The result was a brand that moved quickly and spoke clearly. Bold enough to be noticed, serious enough to be trusted, and already speaking up in national forums on mental health.