In the midst of a pivotal shift towards a more holistic, people-centred approach to mental health, the Mental Health Commission (encompassing alcohol and other drug concerns) sought Anthologie’s expertise. The Commission’s existing brand, while respected for its dedication, was burdened by perceptions of being overly complex and disconnected from the community it served.
Adding to this challenge was the public’s misunderstanding of the Commission’s role: supporting mental health organisations and frontline workers, not directly providing services. A brand transformation was needed, but a visual rebrand wasn’t on the table.