Re-Branding a Mental Health Platform for Students

Client

MoodLift (formerly Caring Universities) is an online platform improving the mental wellbeing of college students. It offers online programs and coaching on all 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.

MoodLift is an initiative of 9 collaborating universities in the Netherlands: VU University Amsterdam, University of Amsterdam, University Utrecht, University Leiden, Erasmus University Rotterdam, Hogeschool Rotterdam, Maastricht University, InHolland and Avans. It is part of the global WHM-ICS: WHO World Mental Health Surveys International College Student Initiative, led by Harvard Medical School. Visit site: moodlift.nl

Challenge

MoodLift’s leadership team came to us with a simple communication goal: to make it’s platform known among all students of the participating universities, so that they’ll know where to find help on their mental wellbeing when they need it.

While all tools are scientifically proven effective and each university invest significant time and budget in the platform and its communications annually, our initial campus study proved that just 20% of students of the participating universities were aware of MoodLift’s existence.

Work

The program committee asked us to develop a new brand, brand identity, communication assets and platform design, that would be effective in speaking to the target audience, students of the participating universities. We advised for all new assets to be clear and attractive.

As our campus study had proven that the vast majority of respondents could not guess the meaning behind the platform’s name at the time (Caring Universities), we advised to choose a new name that would be more descriptive of the platform’s contents. Letting go of the old name was less of an issue because it didn’t have high recognition in its audience, beside the fact that the target audience renews with each years graduates and new arrivals. We wanted the new platform name to be;

• descriptive

• easy to pronounce

• positive

• approachable

• brand- and URL registration possible

Out of a long list of names, we have chosen to go with ‘MoodLift’, backed by positive responses on the chosen criteria in campus research.

The new brand identity was designed to grab attention, while also matching the criteria of the new brand name. With the new brand name and brand identity, we were well equipped to redesign the platform and create effective communication assets.

As the platform has many stakeholders in committees across each of the 9 participating universities, it was crucial for the project’s success to keep all stakeholders aligned and informed along each step of this process. We have informed them of the research findings and reasoning behind each decision creating the new brand and assets, while gathering input and feedback.

From here, it was up to each university’s communication teams to communicate the new brand and communication assets in a campaign planning spanning the academic year and all possible online and offline media outlets. We have created and presented a concise, universal communications package and instructions set for the new academic year that included the input and concerns voiced by all stakeholders, to be applied at each university customised to their available media outlets, rules and regulations.