Project Overview
A new identity for Australia's largest Mental Health provider, Neami National.
Project Commissioner
Project Creator
Team
Principal Account Director: Theo Mantalvanos
Principal Creative Director: Soula Mantalvanos
Project Brief
Having grown from a locally based organisation to a state-wide and, in due course national one, Neami's discussions for the need to re-brand and promote themselves as the leaders of mental health assistance, began with Origin of Image (OoI) over two years ago.
This wasn’t just the redevelopment of a logo but rather the building of an identity for Australians with a mental illness, for their families, and for their practitioners, carers and stakeholders. As the largest mental health care provider in Australia, Neami National deal with the most complex consumers but if you ask most people who they are, the answer, all too often is ‘who?’. We had a major awareness issue to address as well as developing a national identity.
Neami National’s audiences are: the consumer, the practitioners and carers, and the government organisations that support it.
Project Need
The logo development began in August 2012 and through a unique selection and feedback process, the final logo was accepted in March of this year. During that time, Neami management included its board members and New Leadership Team during concept presentation but they also included a group even more special than that. OoI facilitated two state-wide consumer feedback sessions during which the consumers themselves were able to comment, criticise and provide feedback about the logos being presented. It was OoI's pleasure to present concepts and to meet and work with every one of them.
This process is so telling of Neami National's form and clearly indicates their brilliant approach and consumer focus.
Design Challenge
A logo is not only designed for the immediate future but must last the test of time and also be suitable for the expected growth and changing ways of the organisation.
Neami National has proven that it is an organisation that is undergoing constant growth and changes based on the needs of its broadening consumer base. Together with OoI, serious consideration had to be made for the changes brought on with the new DisabilityCare Australia scheme which gives the consumer the option to choose their own Mental Health provider.
Sustainability
Neami National is an organisation committed to taking responsibility for their impact on the environment and has been taking an active approach to sustainability since 2007.
Neami National aims to build on opportunities to reduce their own environmental impact and, as a community leader, encourage staff, consumers and organisations in its communities to do the same. Their Sustainable Living Framework and Programs is being developed to embed sustainability into Neami National’s direct service delivery for all its consumers. The program will build on the links between sustainability and health promotion, and clearly link sustainable practices into Neami National’s service delivery.
All print collateral is printed on BJBall Cyclusprint 100% recycled paper.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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