Growing Minds Australia
Project Overview
Branding
My Contributions
Create the branding for Growing Minds Australia, a newly newly established international, multidisciplinary collaborative clinical trials network in child and youth mental health funded by the Medical Research Future Fund (MRFF).
As the main copywriter for this project, I had the unique position to write the branding book for two different (but very much intertwined) projects. After a few rounds of brand-testing with the main target audience, making up of medical professionals, parents, and young adults, the art director and I worked together to bring the branding books to life.
A major task on my end was writing for the tone of voice for both, while providing tangible examples on how the content should reflect the tone.
After GMCA, the next project to tackle was the branding of Growing Minds Check-In. This would be the user-facing tool, and therefore had to sound like an extension of the brand. I introduced the idea of a brand persona that felt less clinical and more supportive, while having the professional background that allowed people to trust them.
