Minnesota Association for Children’s Mental Health

Objective

As it approached its 30th anniversary, The Minnesota Association for Children’s Mental Health sought to update its look with a new logo and refreshed identity system. Like many non-profit organizations, it knew finding a solution that appealed to the entire board of directors might be challenging. So it brought Affina onboard to design the new look and guide both the staff and the board through the process.

Strategy

We began by facilitating brainstorming and strategy sessions with the board to ensure we had a deep understanding of the organization’s mission, goals, and challenges. After delivering recommendations for a brand platform, we then moved into logo design and received unanimous approval when presenting to the board.

Knowing that MACMH had a limited budget for marketing, we created an easy-to-implement identity system and developed just a few printed pieces. We also worked with key stakeholders to develop a website strategy and information architecture and program messaging. Then we created brand guidelines that would enable the organization’s internal marketing team to implement the new look themselves.

Outcome

The internal team has done a wonderful job continuing with the identity we created. It officially launched the new look at its donor appreciation party with the message “same great work, great new look” and considered every detail down to candies matching the new logo colors.

Deliverables:

• Brand platform
• Brand identity
• Identity system and guidelines
• Website strategy
• Flyer, postcard, brochures