One Million Campaign

Logo & Brand Identity

Project Details

You Are Collective

Date: 2021


You Are Collective’s ambitious goal to reach 1 million fully-funded counselling sessions across Canada was always the greater goal for this project. It was one of the factors guiding design thinking and questioning. We needed to develop designs that were polished and professional in order to provide the #1MillionCampaign with the legitimacy of a national mental health initiative. The brand identity needed to maintain the friendly grassroots charm of the You Are Collective while attracting the kinds of donors, and supporters that could help to make a larger impact.

Thinking about what was missing on the national stage in terms of mental health initiatives helped in laying the foundation for the visual voice of the #1MillionCampaign. If it was going to get noticed it needed to look different than the others through thoughtful brand identity design, however, it still needed to be professional and consistent in its presentation. Consideration needed to be made for those who could benefit from free counselling sessions as well as the local businesses that would be directly investing in the mental health of their community. This helped to direct the branding focus around the concept of “strength in numbers” and a whole community approach to mental health. The design systems and brand identity also needed to be able to express that there is more than one way to support an individual on their mental health journeys–variants were created to express the physiological, emotional and social aspects of mental health.

 All works