MHA, the nation’s largest grassroots mental health organization, confronted the same realization every large nonprofit organization does: a great action wins early supporters, but a great brand wins the mainstream. For 100 years, MHA has been fighting for more research, better education, bolder advocacy, and broader public awareness.

However, more focused on providing service than a brand, MHA had never investigated positioning its service as a holistic offering.

As we enter our twelfth decade, a new identity holds fast to these commitments—it is a bridge between our rich history and future opportunities, building on the progress we have achieved over the last eleventh decades and focusing that momentum towards intentional goals to accelerate the mental health movement and maximize our impact.

Our answer emerged directly from our vision statement— MHA envisions a world where all people affected by mental illness live healthy, fulfilling lives supported by a community that cares. Our identity graphically creates the world we envision.

We developed a consistent brand architecture and transformed the orientation of the organization from nation to world, renaming MHA — from Mental Health America to Mental Health for All.

We created a visual system to accurately reflect the soul of the MHA brand, and extended that across all touch-points — from the poster, to digital platform, to environments.

This work continues to drive the visual expression of MHA and, as such, mental health awareness itself across the globe.