Mind Australia
Brand Development
Lemonade were engaged to rename and redevelop Richmond Fellowship of Victoria's brand. The Richmond Fellowship of Victoria (now Mind Australia) is one of Australia’s largest not-for-profit providers of mental health services to people living in the community and seeking to rebuild their lives. In addition to supporting the recovery of people with a mental illness Mind Australia also assist people to break the cycle of homelessness and find safe and secure accommodation.
A lengthy name development process was undertaken via group and singular interviews with key stakeholders within the organisation. A range of suitable options were presented after a 7 phase evaluation process. The final naming of "Mind" was chosen for simplicity and flexibility.
The final identity is reflective of stepping stones or a bridge, which is the visual metaphor for acting as a bridge between their clients and the community, raising awareness of mental illness and the issues that their clients face on their journey of recovery.
Services used
- Brand Research
- Brand Development
- Name Development
- Corporate Identity / Logo Design
- Stationery System Design
- Brand Guidelines Development
- Marketing Collateral Design
- Corporate Collateral Development