Branding a new network for North Queensland mental health providers
Our client - NQPHN - had engineered a collaborative program around mental health support that better connected health providers with patients, with the primary aim of producing better outcomes across the spectrum. New Word Order were commissioned at an early stage of the project to help shape naming and branding, and to create communication and marketing materials.
Challenge
MyndKind was the result of a brief about a new program that would unite mental health support efforts in the North Queensland region. The key challenge was to ensure all stakeholders in the program had their voice heard and felt assured their best interests were being looked after. This included mental health providers, referrers and patients. A united and cohesive brand was critical to meeting the objectives of the program.
The spark
Every step together.
The key strategy behind MyndKind was to promote and celebrate it as a community-led brand. We built on ideas of it being a grassroots program, with alliance and collaboration at its core. By instilling this sense of unity, the brand would be able to harness the power of camaraderie to create more confidence and connection with all who interacted with MyndKind. Our strategy approach also focused on strengthening the quality pillar of the brand to drive better experiences for referrers, providers and patients.
Creative
We started with the name. Our goal was to create a name that spoke to the duality of community alliance and quality health care support. The client was thrilled with the MyndKind name and brand creation. The branding job extended into creating the blueprint for the consistent delivery and growth of MyndKind throughout the NQ market. The goal was to have this as the most trusted mental health care name and the creative was designed to reflect the quality of care and the “togetherness” of MyndKind. The creative also needed to represent the purpose-driven work of the program and not just be another health care offer. Creatively it needed to connect strongly with the power of community and collaboration, and engage with people who had been let down previously.
Outcome
MyndKind was launched and immediately created an impact with the core audience of mental health support providers in the North Queensland region, sparking new conversations and connections. The network continues to thrive as more stakeholders join the initiative and grow the brand in an organic fashion. MyndKind has given a voice to providers who knew better was possible.