With Mental Health Aberdeen having just turned 70, we are over the moon to be working with them on a rebrand to see them through the next 70 years!
Whilst people might recognise the name MHA, they may not know about MHA’s incredible projects that really form the core of the charity. These projects seek to offer support and advice to children, young people and adults - meaning the charity needs to engage with a diverse audience.
Our job was to bring MHA and each of their projects together to create a simple yet recognisable set of logos that reflect the professionalism of the support they offer, whilst also appearing friendly and encouraging to anyone looking for help.
The following 6 objectives and considerations were identified:
- Develop a new brand identity for MHA and each of their projects.
- Create unison throughout all of the projects
- MHA have gone through a slight brand refresh based on the Time to Talk campaign.
- Expand on colour palette.
- Create engaging supporting imagery, icons and graphics.
- Bear in mind that each service brand is liked by employees.
Branding was required for:
- MHA (Mental Health Aberdeen) – the overarching charity that provides counselling and information services to adults and young people experiencing difficulties related to their mental health and well being.
- ACIS - counselling and information service for Aberdeen
- ACIS Youth - counselling and information service for young people
- One to One - counselling and information service for Deeside and rural Aberdeenshire
- Calsayseat - adult counselling service based in Calsayseat
- Torry - adult counselling service based in Torry
The essence of MHA is the ability to talk to people and help them navigate difficult times, and this was at the heart of the rebrand.
Speech bubbles were introduced to the negative space in the letters 'a' and letter 'o' to represent that conversation is at the core of this charity.
Choosing the right font was essential, it needed to be clean and simple with ‘character’ so Guaruja Grotesk was the ideal choice. A bold, vibrant colour palette was selected to convey a sense of friendliness so people would feel positively towards the charity.
A brand is more than just a logo. Therefore, we developed a set of graphics, emotion icons, page layouts and social media templates to sit alongside the new ACIS branding as strong communication tools aligned to the service’s client base.
