A mental health rebrand that feels good
ReachOut Australia
Pioneers in digital mental health services, ReachOut Australia has been supporting young people since 1998. But the young people they were helping when the ReachOut brand was first developed are now in their forties and more of their competitors are moving into the digital space they forged over twenty years ago. ReachOut needed a new positioning and comprehensive rebrand that would reflect their recent service innovations and resonate with an audience of Millennials and Gen Alphas.
Our solution began with in-depth research to better understand ReachOut’s audience segmentation, in particular, which young people needed their help the most, and how they could reach more of them. This research led to the new strategic brand positioning, ‘Helping young people feel better'.
With a new positioning in place, we then moved on to ReachOut’s visual identity. We started by developing a logo and brand system that exaggerates the visual language of online chat. This reflects young peoples’ preferred method of communication and ReachOut’s shift to a model based on conversations and community.
We extended the brand’s design language to include a simple set of graphic assets that can be remixed and applied in an infinite number of ways, gave them a colourful new palette of brights to set them apart in a category overwhelmed by blue, and included a candid documentary style of photography to economically replace generic illustration—a dominant style in the category.
Finally we worked with ReachOut to develop a new tone of voice that is non-judgemental, empowering and action-oriented, just like them.
● WHAT WE DID
– Brand strategy
– Audience segmentation
– Research and testing
– Brand positioning
– Brand identity design
– Brand design system
– Digital design
– Verbal identity
– Brand guidelines
● WHAT THEY SAID
“The ReachOut brand and service design has undergone an incredible transformation and I’m so proud of the work we’ve achieved with Yonder. There’s nothing they can’t solve.”
Tracey Campbell, Director of Fundraising, ReachOut Australia
● CREDITS
Research and testing: Market Calculus
Motion design: MelloMotion