Role: Art Director, Creation of Assets, Video Editor
Collaboration: Catie Holderman, Angela Ivy
Filming: Delaney Brown
Timeframe: 9 months
Tools: Photoshop, Illustrator, Indesign, After Effects, Premiere Pro, WordPress
Goals: To open up the conversation on mental health issues, and provide a complete rebranding face-lift for the nonprofit organization the Mental Health Chaplaincy.
Parameters: Redesign logo, update website, create video, poster design, business cards, and event design.
Challenges: Limited budget for project. To create a bold, and striking campaign that will draw viewers in, and still remain on brand for the Chaplaincy.
Solution: We sought public opinion regarding perceptions of mental health to remain relatable and relevant in the conversation about mental health issues. The color palette is bold and vibrant, to gain all the right attention. The content will be approachable and succinct.
The Mental Health Chaplaincy is a generous organization that works with the disadvantaged on the streets of Seattle. They help through their revolutionary Companionship Model, that has five very important tenants. Listening, neighboring, accompaniment, side-by-side, and hospitality are the pillars of their organization. Formally it was established in primarily a church setting. Craig Rennebohm is a Seattle pastor who begun the program. Since his early ministry in the streets the program has grown in leaps and bounds, training many more to accompany the homeless and mentally unstable. To meet the growing needs of this organization, The Mental Health Chaplaincy has just become a non-profit. They needed a rebrand, a facelift, to properly promote their services in the community and entice donors to support their awesome cause. It was hard to say no to this project – we all have experienced mental illness either through ourselves or with loved ones. This is a powerful organization that needs an even more powerful campaign to showcase it’s good work. This is the art of storytelling at its best. Teasing out the necessary components and weaving a tale that will tug on heartstrings.
First we needed to set the tone for our campaign. Our moodboard showcases our bright color palette and expressive typography. Type that is friendly and relatable to the audience.
Next we needed to update their logo. Their previous logo had three rings, representing the Chaplaincy, the Companionship program, and the homeless.
We decided to infuse it with bright colors to make the logo more friendly. They were committed to the three rings, so we altered the thicks and thins to showcase the complexity of the organization.
From our research we found the top 6 mental illnesses people most wanted to learn about. We created a poster for each top illness, depression, anxiety, bipolar disorder, schizophrenia, PTSD, and autism. Each poster featured a negative stereotype about each illness. A word salad attacks the silhouette, negative words about the illness literally pounding on their psyche. The posters display a fact about the illness at the top, encouraging the viewer to dispel the stigma.
The Chaplaincy loved the stigma posters, but wanted “response posters”, posters that illuminated the 5 tenets of the Chaplaincy, a breath of positivity and hope as people struggle with these illnesses.
Next the Chaplaincy needed business cards. We kept these on brand and played with the bright colors our campaign embodies. We wanted to give the Chaplaincy enough variety in the cards so each member of the Chaplaincy could have their own identity within the organization.
Assets were built for various events the Chaplaincy represents at. We constructed a poster wall. This wall is tiled in the various stigma posters. Protruding from the center is one response poster. It is illuminated by backlights, and really drives the message home. We also designed a banner and table toppers for upcoming events.
This video is a talking head video. Chock full of heartfelt interviews with beautiful B roll footage of Seattle. To dress up the video it was decided to create a sign with The Mental Health Chaplaincy’s logo. Fortunately there was access to a laser cutter. The plan was to laser cut the logo out of a rich cobalt plastic, so that light could shine through and give an awesome texture to the overall video.
To tell this story accurately, we needed to interview key players of the organization. We gathered board members, chaplains, therapists, and those who volunteer as companions. With the help of Delaney Brown filming, we obtained hours and hours of footage to sift through. We kept the set-up simple, with each interviewee seated on a plush chair, with the sign to the left. I sat away and interviewed the participants, while Catie handled the audio on set.
Next stop was the editing room. Catie and I watched the footage over and over again, picking out together the clips that might be suitable for the video. I continued on and further edited and finessed the footage to tell a cohesive and heartfelt story.
Additional footage was obtained when the team attended one of the Chaplaincy’s Companionship Model Training. Footage was taken of the volunteers attending that day. It showcased Kae Eaton, the current chaplain and executive director of the chaplaincy, teaching and sharing the journey of companionship. This footage, alongside gorgeous stock video footage, really peppered the video with nice human interest. There was concern that just simply a talking head video might not be visually exciting enough. This problem was solved through use of the additional footage from the training.
The resulting video was a resounding success. It is just under 7 minutes, and the goal was to have a professional video at least under 10 minutes. A story is nicely woven throughout, explaining who the Chaplaincy is, what they believe in, and more importantly, the impact they have on both the community and the transformative power it has on the individuals themselves.
Lastly we needed a website update. Formerly they had a basic WordPress site, lacking branding.
Angela helmed the web project and designed a fantastic, vivid site.