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Mental Health Center

Border Region Mental Health Center

Health Services REBRANDING PROJECT BOOK


TABLE OF CONTENTS 1.0 RESEARCHpage 7 Introduction

Research page 8-9 Conclusion page 10 References page 11 Client Brief page 12-13 Target Demographics page 14-15 SWOT Anaylsis page 16-17

2.0 CREATIVEpage DEVELOPMENT Moodboards 20 Toolbox Logo Sketches Website Concepts Motion Graphics

page 21 page 22-23 page 24-25 page 26-27

3.0 STYLE GUIDE Voice & Tone page 30-31 Typography page 32-33 Imagery page 34 Textures page 35 Color Palette page 36-37 Logo Display page 38 Logo Specifics page 39 Logo Misuses page 40-41

4.0 FINAL DESIGN Print Ads page 44-45 Digital Solutions Motion Graphics Logo Display

page 46-47 page 48-49 page 50-51


RESEARCH 1.0 Introduction

page 7

Research page 8-9 Conclusion

page 10

References page 11 Client Brief page 12-13 Target Demographics page 14-15 SWOT Anaylsis

page 16-17


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Border Region Mental Health Center


Abstract

Border Region Mental Health Center is a state funded agency that provides treatment services for both adults and children from Webb, Jim Hogg, Starr and Zapata counties. The center

Research 1.0

INTRODUCTION “The Border Region Mental Health Center provides various support programs and services that maximize each person’s potential.”

strives on treating challenged clients holistically

This project book details various techniques

by providing a diverse and current regimen of

for advertising services needed by Border

psychoactive medications and therapies within

Region Mental Health and Retardation

the psychological and psychosocial domains.

Center to community members. The vital

Since their establishment in Laredo, Texas in

rebranding of The Border Region Mental

1979, Border Region Mental Health Center has

Health Center will include a detailed insight

undergone various transitions ranging from

into the re-designing of current clip art logo,

name changes, new buildings, numerous state-

awareness and distribution of funds raised

of-the-art treatments plans and conception of a

by the volunteer service council for

volunteer service council.

consumers.

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RESEARCH PAPER Company Overview

vision is to “be the leader in the provision of

Effective Solutions

quality and cost effective mental health and

Health and Mental Retardation. The overall

mental retardation services that maximizes

perception and appearance will flow with

each person’s potential” (2007). With a staff

current trends in health care services. The

of over 250 employees, the center provides

community and surroundings area will be

consumers outstanding services in variety of

stimulated through a variety of educational

treatment plans. Maximizing each person’s

opportunities of the mental health

potential through a variety of services and

information and the improved

medication is the goal of the center while

understanding of the facilities wide variety of

increasing the consumer’s independence and

treatment services. An updated and orga-

quality of life. The assistance that the em-

nized website will be provide the opportunity

ployees provide will benefit all consumers at

for anonymous research to be done by the

all levels.

individual seeking services and/or family

The Border Region Mental Health Center

The rebranding will commence with the name change of the Border Region Mental

member interested in learning about services provided.

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Border Region Mental Health Center


The re-branding of the Border Region

Technological improvements will be provided

Mental Health Center will inaugurate with the

to consumers, through the use of updated user

introduction of a redesigned logo combined

friendly website along with quick links of

with a catchy tagline. The utilization of the

current mental health information occurring at

logo on billboard signage and bus stop ads

the center. The color schemes that will enhance

will create a much-needed buzz amongst the

the at center. The color schemes that will

community. Distribution of printed media to

enhance the attentiveness of the Border

inform potential consumers of the specific

Region Mental Health Center will include calm-

Research 1.0

Objectives and Goals

programs and services offered will aid in awareness. Providing the community with multimedia educational seminars in all facets of maintaining a healthy lifestyle will enlighten the audience into any concerns dealing with their own health or the health of

“ A variety of educational workshops to enlighten community of the facilities wide variety of treatment services.�

their family members.

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CONCLUSION The Border Region Mental Health Center provides top-notch mental health care services providing various treatment services. It’s long-standing tradition of providing safe, confidential and compassionate care to children and adults, facing mental health concerns. Located in the South Texas city of Laredo, Texas consumers locally as well as from surrounding areas are provided treatment plans to meet their specific need. With rising cost of healthcare services the consumer is provided state funded services at minimal to no out of pocket cost. The consumer is given opportunity to grasp every aspect of the treatment options with the concern of payment. The delivery of consumer services provides peace-of-mind to family members as well as a step in the right direction for the consumer.

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Border Region Mental Health Center


Research 1.0

REFERENCES Giurleo, S. (2011). 5 Ways Social Media Will Change Mental Health Care. Social Media for Therapist. Retrieved on October 7, 2011 from http://socialmediafortherapists.com/social-media-will-change-mental-health-care/ Kim, S. (2011). Mental Disorders Patients Lack Services Worldwide. Boomer Health and Lifestyle. Retrieved on October 6, 2011 from http://www.thirdage.com/news/mental-disorder-patients-lack-services-worldwide_10-09-2011 Smith, Morgan. (2011). Retarded Likely to be Struck from Texas Statues. The Texas Tribune. Retrieved on October 15, 2011 from http://www.texastribune.org/texas-state-agencies/health-and-human-services-commission/retarded-likely-to-be-struck-from-texas-statutes/ Strauss, Steve. (2010). The Importance of Business Signage. Small Business Connect. Retrieved October 15, 2011 from http://www.alerussbc.com/resources/sales-marketing/planning/The-Importance-of-Business-Signage 2007. Border Region Mental Health and Mental Retardation. Retrieved on October 6 from http://www.borderregion. org/adultmental.htm 2011. Font Personality. Purdue Online Writing Lab. Retrieved on October 14, 2011 from http://owl.english.purdue. edu/owl/resource/705/03/ 2011. Fonts.com. Graphic Design Lesson. Retrieved on October 22 from http://www.artyfactory.com/graphic_design/ typography/the_art_of_typography.htm

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CLIENT BRIEF

Caring

Effective

12 12

Border Mental HealthHealth Center Center BorderRegion Region Mental

Loyal


Research 1.0

Campaign Focus

The vital rebranding of The Border Region Mental Health and Mental Retardation Center will include a detailed insight into the re-designing of current clip art logo, implementation of educational workshops provided monthly to enlighten community members on different characteristics of mental health and the services provided by the center, awareness and distribution of funds raised by the volunteer service council for consumers on items that the state cannot provide, community involvement activities, an awareness through social media as well as an informative functional website.

Deliverables

* The re-branding of the Border Region Mental Health and Mental Retardation Center with creating recognizable logo and tagline. * Development of a user-friendly website. The website provides detailed information on frequently asked questions, crisis hotline, and a link to social media forums * Creation of informational print material. A series of pamphlets will be developed designed to present a variety of mental health issues and disorders.

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TARGET DEMOGRAPHICS The target audience for the Border Region Mental Health Center include South Texas residents as young as 5 years of age. The average consumer’s income is $30,000, single status and limited education. Priority is given to adults with no health insurance and children with Medicaid under medical doctor’s direct supervision.

TRIBES * Local community social center for individuals with mental health * Local high schools mental health programs *Continued psychological treatment needs

MARKET * Income ranges from no income to $50,000 * Individuals in need of mental health assistance * Individuals with a record of substance abuse

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Border Region Mental Health Center


Research 1.0 15

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SWOT ANALYSIS SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. Border Region Mental Health Center focus is to increase productivity upon established practice. S: characteristics that give advantage W: characteristics that are at disadvantage O: chances to improve performance T : elements in the environment that could cause trouble for the business.

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Border Region Mental Health Center


Research 1.0

STRENGTHS: • Excellent customer services • Mental Illness assistance • Crisis hotline 24 hours 7 days

WEAKNESSES: • Clip art logo for signage • Lack of awareness in the community • Limited counseling providers

OPPORTUNITIES: • Increasing community awareness • Montaly educational workshops • Renaming and rebranding

THREATS: • Misunderstanding of services • Cuts to budget state funding • Incomplete treatment programs

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CREATIVE DEVELOPMENT 2.0 Moodboards

page 20

Toolbox page 21 Logo Sketches

page 22-23

Website Concepts

page 24-25

Motion Graphics

page 26-27


MOODBOARDS The use of warm comforting colors are aligned with the tenets of warm, comforting and helping. Viewers will feel a sense of comfort and stability upon viewing the images and colors utilized throughout he Border Region Mental Health Center and all print and media design.

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Border Region Mental Health Center


COLOR OPTIONS: Pantone 5493 C: 48 R: 112 M: 4 G: 174 Y: 16 B: 185 K:15

Pantone 331 C: 27 R: 184 M: 0 G: 226 Y: 14 B: 222 K: 0 Font Choices:

Headline Option Big Caslon Medium

Tagline Option Cambria Regular

Body Text Option Footlight MT Light

Pantone 4635 C: 12 R: 136 M: 61 G: 226 Y: 80 B: 222 K:45 Pantone 716 C: 0 R: 244 M: 63 G: 125 Y: 99 B: 34 K: 0

Creative Development 2.0

TOOLBOX Pantone 3155 C: 100 R: 0 M: 10 G: 99 Y: 28 B: 115 K: 47 Pantone 716 C: 0 R: 244 M: 63 G: 125 Y: 99 B: 34 K: 0

Border Region Mental Health Center For A Brighter Tomorrow

Adult and child services provided

LOGOS

Mental Health Center

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LOGO SKETCHES

22

Border Region Mental Health Center


The evolution of the logo inspired by various aspects associated with the mind. The initial design used bold colors that are stricking, but contradictory to the comforting colors chosen for final logo. After experimenting with various colors and effects, the final logo is a combination

Mental Health Center

of an image and bold font that portray a heartfelt comfort feeling for the rebranding campaign of the Border Region Mental Health Center. The silhouette image with halo effect, complemented by the name and tagline.

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Creative Development 2.0

Border Region Mental Health Center


WEBSITE CONCEPTS Inital Wireframes Sketches Information is presented through a user-friendly catergory system that is located throughout Border Region Mental Health Center’s website pages. Images, information and links will be projected a whole-hearted attention by detail allowing for the viewer to fully understand and partake in the many resources and programs.

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Border Region Mental Health Center


Creative Development 2.0 25


MOTION GRAPHICS Initial Storyboard Sketches

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Border Region Mental Health Center


Creative Development 2.0

Creating a public service announcement for the Border Region Mental Health Center featuring the programs and services provided to community members. A decision to feature the center’s facilities or individual case testemonial for the subject of the pubic service announcement. The featuring an individual case in the public service announcement allows for viewers to fully understand on a personal level the intensive treatment services. Drawing in the viewers to the individual struggle and success story will entice individuals with similar problems to seek assistance.

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STYLE GUIDE 3.0 Voice & Tone

page 30-31

Typography

page 32-33

Imagery page 34 Textures page 35 Color Palette

page 36-37

Logo Display

page 38

Logo Specifics

page 39

Logo Misuses

page 40-41


VOICE & TONE A secure community environment that actively promotes recovery and postive lifestyle for people challeneged by mental illness and substance abuse. The Border Region Mental Health Center provides complete outpatient treatment to address a wide range of issues including depression, anxiety, and displaced anger for individuals, couples or family. Specially trained clinicians provide treatment for those with chemical dependency, co-occurring substance abuse and mental health disorders.

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Border Border Region Region Mental Mental Health Health Center Center


Style Guide 3.0

The Border Region Mental Health Center provides a comprehensive assessment that addresses the whole person’s needs and goals across all life domains. The support of personnel from designated departments partner to create and implement individualized treatment plans that clearly track the progress of an individual for duration of treatment. The services are designed to provide encouragement, optimism, recuperation and resilience for each individual specific throughout their treatment program

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TYPOGRAPHY Border Region Mental Health Center is a state

Big Caslon

funded agency that provides treatment services

ABCDEFGHIJKLMNOPQURSTUVWXYZ

for both adults and children from Webb, Jim

abcdefghijklmnopqrstuvwxyz

Hogg, Starr and Zapata counties. The center

1234567890

strives on treating challenged clients holistically by providing a diverse and current regimen of psychoactive medications and therapies within the psychological and psychosocial domains. Since their establishment in Laredo, Texas in 1979, Border Region Mental Health Center has undergone various transitions ranging from

Cambria

ABCDEFGHIJKLMNOPQURSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

name changes, new buildings, numerous state-

Myriad Web Pro

of-the-art treatments plans and conception of a

ABCDEFGHIJKLMNOPQURSTUVWXYZ

volunteer service council.

abcdefghijklmnopqrstuvwxyz 1234567890

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Border Border Region Region Mental Mental Health Health Center Center


Style Guide 3.0

Title Border Region Mental Health Center Subtitle For a Brighter Tomorrow

Body Adult and Child Mental Health Services

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IMAGERY Words can communicate a message to viewer but photos can communicate quicker and in different ways than text. Vivid images used in combination with the right words can be incredibly powerful. These images do more than just play a mere complementary role in the design.

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Border Region Mental Health Center


Style Guide 3.0

TEXTURES The many images and textures can be utilized for the Border Region Mental Health Center rebranding campaign. The warm and comforting colors appeal to the viewers will radiate a sense of calm. The images portray a sense of safety and assurance in the quality of care attained through the programs and services.

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COLOR PALETTE

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Border Border Region Region Mental Mental Health Health Center Center


Pantone 5493

Pantone 331

Pantone 716

Pantone 3155

Style Guide 3.0

Pantone 3155

C : 100 M : 10 Y : 28 K : 47 R : 0 G: 99 B : 115

C : 48 M : 4 Y : 16 K : 15 R : 112 G: 174 B : 185

C : 27 M : 0 Y : 14 K : 0 R : 184 G: 226 B : 222

C : 0 M : 63 Y : 99 K : 0 R : 244 G: 125 B : 34

C : 0 M : 63 Y : 99 K : 0 R : 244 G: 125 B : 34

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LOGO DISPLAY

PLAY

Mental Health Center

PUBLIC SERVICE ANNOUNCMENT

Mental Health Center

UPDATED INTERNET WEBSITE

Website is created as an easy to follow direct link to basic information of premium programs and services. Print ads for utilization in magazines

For For A A Brighter BrighterTomorrow Tomorrow

Formore moreinformation information on on programs For programs and andservices services www.borderregion.com www.borderregion.com 956-723-HELP 956-723-HELP

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publications, monthly newsletters and newspapers. Size specifications vary according to medium of publication. Magazine and newspaper ads will be 4” X 6”. Newspaper ads can be 4” X 6” or 8” X 10”.

PRINT ADVERTISMENT FOR MAGAZINES

Border Border Region Region Mental Mental Health Health Center Center


Style Guide 3.0

LOGO SPECIFICS Clear Space Border Region Mental Health Centers’ logo

Mental Health Center

symbolizes the focus on the mental health solutions for individuals. The logo is set on a white background to focus on gradient around head image. Displaying of logo should include hallow and tagline with a layers. Black and White version can be used for economical print requirements.

Border Region Mental Health Center logo must be displayed with minimum of .25 X clear space to uphold the integrity of design. The logo represents the potential of the Border Region Mental Health Center rebranding campaign. Revised logo without halo will be applied to various print and digital mediums.

BLACK/WHITE

Mental Health Center

DARK BACKGROUND

Mental Health Center

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LOGO MISUSES Misapplication for Publication

Border Region Mental Health Center logo must be used exactly as specified in Logo Specifics. The arrangement of all elements associated with the logo including image, color and layers combine to project the vision for the rebranding.

Refrain from the following:

Removing any layers from the logo font in title and subtitle

Removing any layers from images

Removing halo behind profile image

Displaying logo without tagline

Making any alterations to color

Manipulating logo by stretching from sides

Layering on top of colors not associated with color palette

Resize any single element of logo

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Border Border Region Region Mental Mental Health Health Center Center


Style Guide 3.0

Misuses

Mental Health Center

Do not remove layers on font

Mental Health Center Do Not Remove Tagline

Mental Health Center

Do not remove layers on images

Mental Health Center Do not adjust colors

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PLACEHOLDLER for DIVIDER


FINAL DESIGN 4.0 Print Ads page 44-45 Digital Solutions

page 46-47

Motion Graphics

page 48-49

Logo Display

page 50-51


PRINT ADS Advertisment will be printed in various sizes

WE CAN HELP YOU FIND ANSWERS.

to fit the requiremnt of advertisment. Suggested sizes to eliminate disproportion.

Magazine size is 8 “X 11” Newspaper size is 8” X 11”

Print advertisement will run be produced as various images with similar type for newspapers, flyers, magazines, and newsletters. The Mental Health Center

For A Brighter Tomorrow For more information on programs and services

www.borderregion.com

Border Border Region Region Mental Mental Health Health Center Center

intent of the print advertisement is to catch the viewer’s attention through striking images that will cause them to stop, pause and observe the information provided in the ad.


For A Brighter Tomorrow For more information on programs and services www.borderregion.com

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Final Design 4.0

Mental Health Center

“ I feel sad and alone. I have no one that I can talk to about what I am feeling. Is there anyone that feels the way I feel ?�


DIGITAL SOLUTIONS Technological Support

The creation of an Internet website for the Border Region Mental Health Center provided community members searching for information a unlimted amount of resources for all thier mental health care needs. Providing a multi-technological platform allows for the website to be viewed through various mediums without any limitations on file size.

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Border Region Mental Health Center


Final Design 4.0 47


MOTION GRAPHICS Clips from Public Service Announcment The public service announcement for the Border Region Mental Health

Center will be incorporating in at various times on public access channel and cable stations. The use of the PSA will aid in the awareness of the various services including Psychiatric Services, Addiction Services and Children’s Services.

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Border Region Mental Health Center


Final Design 4.0

For A Brighter Tomorrow Call Today 1-800-723-5392

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LOGO DISPLAY Mental Health Center

WE CAN HELP YOU FIND ANSWERS. www.borderregion.com

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Border Region Mental Health Center


Final Design 4.0

You are not alone. Mental Health Center

www.borderregion.org

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IMAGE REFERENCES Front & Back Cover Foster, Aaron. Ocean Sunset Road. www.gettyimages.com Table of Contents Vos-Arnold, Sharon. Father and Daughter Holding Hands. www.gettyimages.com Research Blaney, Nathan. Young Girl. www.gettyimages.com B2M Productions. Portrait of Mature Mother with Adult daughter. www.gettyimages.com Blaney, Nathan. Young Girl. www.gettyimages.com Image Source. Face of A Young Woman. www.gettyimages.com Science Photo Library. School Teacher and Pupils. www.gettyimages.com Creative Development RunPhoto. Young Woman Beauty. www.gettyimages.com Pelaez, Jose Luis. Teenage Friends Smiling. www.gettyimages.com Hitoshi, Michael. Hand of child Tries to Draw. www.gettyimages.com Jones, Huw. Soap and Water Abstract. www.gettyimages.com Gill, Stuart. Notebook on White Cream. www.gettyimages.com Gault, Adam. Woman with Jigsaw-Pieces. www.gettyimages.com Vos-Arnold, Sharon. Girl Head Resting on Hand. www.gettyimages.com

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Border Region Mental Health Center


Final Design 4.0

Style Guide Krejci, Uwe. Portrait of Mother Hugging daughter. www.gettyimages.com Gill, Stuart. Notebook on White Cream. www.gettyimages.com Blaney, Nathan. Tween Girl Serious Expression. www.gettyimages.com Science Photo Library. Austistic Boy. www.gettyimages.com Pavia, Isabel. Brushes. www.gettyimages.com Cutting, Ann. Colorful Fall Leaves. www.gettyimages.com Edwards, Jason. Barwon River. www.gettyimages.com RunPhoto. Young Woman Beauty. www.gettyimages.com Clutterbuck, John. Aussie Asian Girl. www.gettyimages.com Kidstock. Mother Hugging Son and Daughter. www.gettyimages.com Final Designs Vos-Arnold, Sharon. Young Girl Walking with her Dad. www.gettyimages.com Clutterbuck, John. Sad little girl. www.gettyimages.com Richardson, Ben. Blank Bus Stop. www.gettyimages.com Ivary. Illustration of Camera Film Reel. www.gettyimages.com Lombardo, Vincenzo. Mobile Phone. www.gettyimages.com Bailey, Liam. Computer Light Grey. www.gettyimages.com Blaney, Nathan. Serious Gaze. www.gettyimages.com O’Brien, Bill. Close Up of Young Girl. www.gettyimages.com

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