Montage Health is a non-profit health system in Monterey County dedicated to delivering exceptional care and inspiring the pursuit of optimal health for people of all ages. Through a transformative $106 million gift from philanthropist Bertie Bialek Elliot, Montage Health created a revolutionary 55,600-square-foot campus, designed in partnership with NBBJ, dedicated to fostering mental health in children, teens and young adults. Ohana, which translates to “family” in Hawaiian, is founded on the principle that mental health treatment should embrace not just the patient but the young person’s entire support network.
In advance of the grand opening of Ohana, Montage Health approached MacKenzie to develop a brand for the program, along with a communications strategy to announce the launch of the youth mental health campus. After years of planning, this once-in-a-generation opportunity to change the trajectory of mental health issues among America’s youth was finally becoming a reality and it was time to unveil it to the community.
Tagline, Visual Identity and Messaging
We set out to develop a tagline that reflected the Ohana campus' unique design and purpose: to empower young people and their families to embark on the work of cultivating resilience and well-being. The theme also had to align with the physical campus, which boasts a beautiful outdoor space surrounded by gardens and sweeping views of the natural landscape. Inspired by this, we landed on the tagline, Where Hope Grows.
Next, we developed a visual identity system for the Ohana program that expanded on Montage Health's existing brand, tailored for youth audiences with approachability in mind. We introduced a "look" that leverages a bright, playful color palette, stylized photography and a custom graphic system developed around a theme of "planting" seeds of hope.
Marketing, Communications and Media Outreach
We developed a comprehensive marketing and communications roadmap outlining key messaging, video and radio scripts, paid media recommendations, opportunities for earned media and new marketing tactics to build greater awareness of Ohana throughout Monterey County and beyond. In addition, we provided media outreach support leading up to the grand opening event.
Brand Strategy, Messaging, Copywriting, Video and Radio Script Writing, Visual Identity Development, Marketing Planning, Media Outreach
*Header photo by Ty Cole
*Event photo by J. Bushnell Photography
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