MoodLift / VU University
Re-branding a mental health platform for students
Client
MoodLift (formerly Caring Universities) is an online platform monitoring and improving the mental health of students in the Netherlands. Its annually published survey is the nation’s leading metric of mental health among students. The platform offers online programs on relevant topics like: mood, stress, social skills, time management, sleep and procrastination. Each programs is scientifically proven and includes online coaching. The platform is anonymous and free to use for students of all collaborating universities. Visit site: moodlift.nl
The collaborating universities are: VU University Amsterdam, University of Amsterdam, University Utrecht, University Leiden, Erasmus University Rotterdam, Hogeschool Rotterdam, Maastricht University, InHolland and Avans. The initiative participates in the global WHM-ICS: WHO World Mental Health Surveys International College Student Initiative, led by Harvard Medical School.
Challenge
Caring University’s (MoodLift’s former name) leadership team came to us with a very clear problem: the amount of active users and brand recognition was much too low, despite the platform being very effective (scientifically proven and well rated by users) and each university’s significant investment of time and assets in the platform’s development and communications.
This was confirmed by our initial campus study across participating universities proved that 80% of students were not aware of the existence of the platform Caring Universities and 60% of students could not guess the platform’s offer based on it’s name.
As such, there was a very clear communication goal: maximum brand awareness of the platform amongst the target group - students of the participating universities - so that they’ll know where to find help on mental wellbeing when they need it.
Work
Based on the campus study results and the main communication goal, we decided to develop a new brand, that would be more clear and engaging. The new brand would include a new brand name, brand identity, communication assets and platform design. Sacrificing the old brand was made easier by two reasons; it didn’t have high brand recognition and the target audience renews with each years graduating students and new arrivals.
As the project has many stakeholders, professors and communication officers of each institution, it was crucial for the project’s success to keep the stakeholders aligned and informed along each step of this process. We informed them of the research findings and theory behind each decision creating the new brand and assets, while gathering their input and feedback.
Strategy: as research shows the stigma around mental health challenges is a major barrier to engage help, we chose to mitigate this barrier by being non-intimidating. The brand name, identity and communication focusses on the positive outcomes of the platform, rather than the negative problems it solves. For example, “get in a great mood” sounds less intimidating than “fight depression”.
We developed the new brand based on these criteria;
Clear: descriptive, easy to understand, memorable
High-Impact: attention-grabbing, visually remarkable
Compelling: positive, non-intimidating, approachable
Suitable: fitting the target audience and topic
Available: brand name registration- and URL registration possible
Out of a long list of qualified brand name options, we decided to go with the name ‘MoodLift’, backed by the highest scores on the chosen criteria in campus research across the universities.
For the new brand identity we chose a combination of positive colors, minimalist shapes and fonts and hand-made illustrations representing the different moods and topics in a friendly ‘casual’ manner.
The new name and brand identity stirred up a heated debate. Professors of the steering committee stated opinions like “this looks like a nightclub’s advertisement” and “it’s much too colorful for this serious topic”. While these responses are understandable and common reactions to change, we brought the debate back to our main communication goal: maximum brand recognition. We want to be seen, be perceived positive and well-adapted to our target group - which coincidentally are also the audience of night clubs.
The decisions towards the new brand were backed by theory and validated very positively in campus research on clarity, engagement and suitability to its audience and proposition. With all stakeholders convinced, MoodLift’s new brand, communication assets and platform design were completed.
From here, it was up to each university’s communication teams to leverage the new assets in the communication planning of the upcoming academic year for our main communication goal. For this purpose we developed a pragmatic communications package for all universities, including all assets, instructions and planning for the academic year, to be applied at all available online and offline media outlets of the university and its partners.
To make sure each package would make optimal use of the communication possibilities of all different institutions, while being adapted to the (often complex) sets of rules and regulations on university assets, we organised a plenary working-session with the communications officers of all institutions, and succesfully included their input.
Impact
The launch of the new brand and platform in the new academic year was executed successfully using the communication packages at each university, resulting in significant growth of active user numbers and brand recognition.
Testimonials
“Working with Elwin Stevelink has been an absolute pleasure. Elwin expertly guided us through the development of a new brand name, platform design, and communication strategy. Meanwhile involving our complex stakeholder environment for support and backing each step with (campus) research. His ability to present key ideas in a clear plenary session, and deliver an easy-to-use communications package was highly effective.
Elwin has a gift for simplifying complex topics while keeping the focus on our main communication goals. His efficient use of time and resources helped us stay on track without sacrificing quality. Beyond his professionalism and expertise, Elwin’s positive and engaging attitude made the entire process genuinely enjoyable. I would highly recommend him to any organization seeking a skilled strategist who knows how to get results while keeping the experience fun and collaborative.”
- Sascha Struijs, VU University Amsterdam, Project Leader MoodLift
Strategy, Copy & Project Lead: Elwin Stevelink
Brand Identity & Platform Design: Chaim Kwakman