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The Wellness Organization's mission is to deliver mental health support to Canadian's trying to navigate and manage chronic illness care—while lobbying for change across the provincial and territorial health care systems. Creating an identity that can feel welcoming for those who need support, and allow room to push for truly needed change in the healthcare system was an important balance that helped shape the entire brand identity creation process.
People managing chronic illness are up to four times more likely to suffer from mental illness, so developing a brand identity that could stand out against the crowded and often cold medical space was paramount. The brand needed to feel human & approachable in a way that everyone feels welcome in getting the support they need and deserve; especially when it is placed against the cold and sterile brands that medical institutions typically display.
The Wellness Organization was inspired & created through a case study at Conestoga College. If you would like to read the full report, and see why the Wellness Organization concept was created; you can find it here.
You can also have a look at the brand guide and website mockup below.