Communications for a Mental Health Non-Profit: Crafting an Accessible, Polished Brand Image

I currently work at Greater Mental Health of New York, formerly known as The Mental Health Association of Westchester (MHA), a behavioral health non-profit that serves more than 15,000 individuals across the lower Hudson Valley region. Upon joining as a Communications and Development Assistant, I identified a branding challenge: despite having set logos and colors, MHA lacked cohesion across its brand materials. Through my work designing materials for successful events like our October gala, refining internal emails, and shaping our social media and other external communications, I aim to establish a polished, unified, and consistent image. Find below excerpts of my work and explanations of my thought process behind the pieces.

AUGUST 2023 - PRESENT

PROFICIENCIES

Software: Canva, Robly (Mailchimp), Hootsuite
Product Design
Brand Image
Communications
Event Coordination
Social Media Management

Design

  • Style Guide

  • I created a comprehensive style guide for all communications, anchoring visuals and ensuring consistency. Fonts and colors were chosen for easy scanning; Open Sans, ideal for viewing on smaller screens, was selected as body text for its readability. Colors maintain a fun UI and adhere to accessibility guidelines for contrast and color blindness.

MHA Gala

  • Social Media

  • For our fall Gala, I crafted a content calendar to showcase gala honorees, our supporters, event details, and MHA's impact. Using the logo, colors, and gold elements established by the Gala team, my designs aimed to ensure a consistent visual narrative leading up to the event, highlighting our mission and the crucial support donations provide.

  • Photo Booth Props

  • The 2023 Gala was titled "The Power of Connection." This reflects the connection between our supporters and the non-profit, the fact MHA is soon to merge with another mental health non-profit, as well as the power found in connecting individuals to mental health professionals, resources, and services within our two organizations.

    My design and communications goals for this event included presenting MHA as a cohesive entity and fostering member interactions. I crafted Photo Booth props aligned with this theme and our mission that were versatile for use in future occasions.

  • Menu Design

  • Creating the event menus was another task. To maintain cohesive branding without excessive uniformity, I opted for a white background complemented by our chosen geometric gold accents. This design choice aimed to strike a balance, ensuring a unified look while avoiding excessive matching, contributing an elegant touch to the overall aesthetics.

  • Gala Signage

  • Signage played a crucial role in highlighting MHA's services and detailing the raffle and silent auction items during the event. To avoid a networking or tabling event vibe, I ensured the signage seamlessly blended with the overall branding. Crafted with catchy slogans, it maintained a cohesive yet subtle presence, steering clear of an overt show-and-tell impression of MHA's services.

  • Slideshow

  • At the event, a slideshow showcased facts about MHA services, donor impact, and our supporters. I designed the PowerPoint to seamlessly align with our overall branding, ensuring a cohesive visual experience. This harmonized presentation aimed to reinforce our message and maintain a unified brand identity across all event elements.

Communications

  • Impact Report 2022

  • This fall, I was in charge of creating the 2022 Impact Report for MHA. My aim was to tangibly demonstrate MHA's influence that could resonate with current and potential supporters. Incorporating statistical data and service photos aimed to present impact quantitatively and visually, fostering a more relatable and credible connection within our supporter community.

  • E-Blasts

  • Upon joining MHA, I noticed a lack of cohesion in our internal and external e-blasts. My focus became establishing a structured format, ensuring clarity from the email's outset. I opted to create a cohesive letterhead and footer with our logo and information, as well as presenting necessary information in a graphic at the beginning of the e-blasts.

  • Slidedecks

  • Part of my routine involves crafting slide decks for internal purposes. I've maintained consistency by employing the same color scheme, fonts, and imagery reflective of our brand. Incorporating logos consistently throughout, I've aimed to uphold professionalism and ensure visual coherence in our presentations. Below is an example showcasing these efforts.

  • Social Media

  • Handling our company's social media has been my responsibility. Lately, my emphasis has centered on cultivating a cohesive brand design. Moving forward, I aim to broaden our content, spotlighting MHA staff achievements, sharing short-form mental health tips, and detailing our services through video content. I've included before-and-after images illustrating the evolution of our social media pre- and post-August 2023, demonstrating the impact of my involvement. Additionally, I've worked on organizing our Canva and content planning calendars for better efficiency.

Reflection

  • I find immense fulfillment in my work and greatly value the guidance from seasoned individuals in the non-profit realm. It's particularly rewarding for me to see my designs in use, like I did at our annual gala this fall. While I'm confident in my abilities regarding brand image and design, I'm eager for opportunities to contribute to a larger agency team. I seek guidance and growth prospects to enhance my skills in managing social media and marketing campaigns in a healthcare context.