Clarity Child Guidance Center

project details

The client’s ask was simple. A new name, signage,and possibly a small brochure for the merger of two of South Texas’ leading providers of mental health services for children ages 3-17, Southwest Mental Health Center and The Child Guidance Center. Because it involved children and all those who are totally dedicated to helping these hurting kids, of course, our passion ran high.

The solution turned out to be much, much broader.

The stigma of mental health is real and extremely debilitating. If a child has a high fever there’s no hesitation to get medical treatment. But with mental or behavioral problems, the walls go up. embarrassment sets in. Helplessness prevails. Parents seeking answers are terrified their child will carry a lifelong label. One that diminishes self-esteem and robs their child of opportunities. Finding help can be a long, lonely and frightening journey.

In order to connect with the parents, we needed to eliminate references to a Mental Health Center, which while accurate, only emphasized the stigma. Our goal was to evolve their brand by creating a path to follow. The new direction should serve as a beacon, a promise. These parents were seeking hope. Seeking answers. Seeking a way to remove the fog and find a clearing.

And there it was. The primary connection. The essence of what was sought after by all involved. And a new brand direction. Clarity. Clarity Child Guidance Center.

project details

The client’s ask was simple. A new name, signage,and possibly a small brochure for the merger of two of South Texas’ leading providers of mental health services for children ages 3-17, Southwest Mental Health Center and The Child Guidance Center. Because it involved children and all those who are totally dedicated to helping these hurting kids, of course, our passion ran high.

The solution turned out to be much, much broader.

The stigma of mental health is real and extremely debilitating. If a child has a high fever there’s no hesitation to get medical treatment. But with mental or behavioral problems, the walls go up. embarrassment sets in. Helplessness prevails. Parents seeking answers are terrified their child will carry a lifelong label. One that diminishes self-esteem and robs their child of opportunities. Finding help can be a long, lonely and frightening journey.

In order to connect with the parents, we needed to eliminate references to a Mental Health Center, which while accurate, only emphasized the stigma. Our goal was to evolve their brand by creating a path to follow. The new direction should serve as a beacon, a promise. These parents were seeking hope. Seeking answers. Seeking a way to remove the fog and find a clearing.

And there it was. The primary connection. The essence of what was sought after by all involved. And a new brand direction. Clarity. Clarity Child Guidance Center.

Category

services

  • Naming
  • Corporate Identity
  • Broadcast
  • Campaign
  • Collateral
  • Environmental
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