Telling stories of hope and recovery

Long-term brand building for Mental Illness Awareness Week

Background
In 2004, the MIAW campaign was transitioning from a focus on the specifics of various mental illnesses and a conventional messaging approach typical to this sector, to a human, story-based campaign focused on recovery and successful management. Existing campaign material had a dark and dated look and feel that wasn’t going to connect. A transformation was needed.


Our Solution
MIAW is one of the studio’s longest relationships. Over the past 13 years we've carefully managed and evolved the MIAW brand, never veering from the core brand vision we initially established: “To bring mental illness into the light.” Today, the campaign is reaching more people, organizations, sponsors and politicians across the country, raising awareness and changing perceptions.


We delivered
Brand strategy, visual identity, print marketing collateral, advertising and brand guidelines

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