Primary Goals & Objectives

The Mental Health Foundation required a new brand that effectively conveyed its mission, vision and core values. They wanted to be recognized as a resource for information on Mental Health and be top of mind with those seeking support in dealing with mental health and addiction issues.

As we developed the creative material for this organization, we felt it was important to visually showcase positivity and growth. The incorporation of the butterfly supports the objectives of the foundation by providing a sense of compassion, healing and approachability. The Mental Health Foundation emphasizes the idea of working together to remove the stigma associated with mental illness. The crisp text, generous use of white space punctuated by brilliant colour reminds us that individuals can flourish after receiving the help and treatment they need.

The MHF also wanted to develop an extensive fundraising plan that encompassed more than their traditional one event per year. Working together, we generated $400,000 at their 2009 breakfast event, and helped them raise $800,000 in 2010. Our comprehensive strategy also included donor and volunteer recruitment and a drive for corporate sponsors.


  • Identity development
  • Pull-up banner
  • Bookmark
  • Brand guidelines
  • Pledge card
  • Stationary package
  • Sponsor signage
  • Sponsorship package
  • Name tags
  • Website