Name: New Word Order
Address: 205 Juliette Street, Greenslopes, Brisbane, 4120, Australia
Telephone: 07 3334 8340
Price range: $

MyndKind

North Queensland’s new era of mental health support

Our client - NQPHN - had engineered a collaborative program around mental health support that better connected health providers with patients with the primary aim of producing better outcomes across the spectrum.

New Word Order were commissioned at an early stage of the project to help shape naming, branding and to create communication and maketing materials.

Strategy Health Brand

Challenge

The creation of MyndKind was the result of a brief designed to represent a new program that united mental health support efforts in the North Queensland region.

The key challenge was to ensure that all stakeholders in the program had the voice heard and felt assured that their best interests were being looked after. This included mental health providers, referrers and patients.

A united and cohesive brand was critical to meeting the objectives of the program.

STRATEGY

The key strategy behind MyndKind was to promote and celebrate it as a community led brand. We built on ideas of it being a grassroots program, with alliance and collaboration at its core. By instilling this sense of unity, the brand would be able to harness the power of camaraderie to create more confidence and connection with all who interacted with MyndKind. Our strategy approach also focussed on strengthening the quality pillar of the brand to drive better experiences for referrers, providers and patients.

Creative

We started with the name. Our goal was to create a name that spoke to the duality of community alliance and quality health care support. The client was thrilled with the MyndKind name and brand creation. The branding job extended into creating the blueprint for the consistent delivery and growth of MyndKind throughout the NQ market. The goal was to have this as the most trusted mental health care name and the creative was designed to reflect the quality of care and the “togetherness” of MyndKind. The creative also needed to represent the purpose driven work of the program and not just be a “another health care offer”. Creatively it needed to connect strongly with the power of community and collaboration, and engage with people who had been let down previously.