MindForward Alliance: Brand identity
Positioning a leading global not-for-profit as a single organisation and brand
The challenge
MindForward Alliance is a leading global not-for-profit organisation committed to transforming workplace culture into one that supports the mental health of its employees. The Alliance brings together best practices from around the world, offering a range of tools and services to help businesses create mentally healthy workplaces.
MindForward Alliance was growing and facing increasing demand for its services worldwide. But as a result of rapid growth, brand clarity and consistency were suffering, with international chapters working under different names, identities and messaging. We were approached to revisit the brand story and develop an evidence-based brand architecture to return clarity and cohesion.
Our approach
Thoroughgoing research among key stakeholders in different territories revealed that the group was not leveraging its strengths as a global brand — a particular challenge given that membership includes many well-known organisations operating globally. Cohesion and collaboration were at risk of being affected. Our solution positioned them as one organisation and brand — MindForward Alliance — with one mission and story to tell. Building on the existing visual identity, we developed more rigorous guidelines to ensure consistent application.We did not ignore local nuance though, ensuring that chapters were able communicate differently about mental health within their own cultures.
The results
Stakeholders in each country are now better aligned – on a path to greater cohesion that will support growth for MindForward Alliance and encourage wider membership worldwide. Member organisations can more easily understand the benefits of being part of a global community, and deeper, more strategic partnerships, operating at the highest levels of cutting-edge research and strategy have formed.
