The Mental Health Commission of Canada, a national non-profit organization, decided to spin off its training segment as a social enterprise, giving rise to Opening Minds—an initiative that would become the largest systematic effort in Canadian history focused on eliminating stigma surrounding mental health.
Project Impact
Over 100,000
people trained since launch
15,000+
courses delivered since brand launch
Background + Objectives
The establishment of Opening Minds as a social enterprise aimed to create a nimble and adaptable platform capable of addressing the evolving mental health needs across Canada. The overarching goal was to have a profound impact on well-being by fostering change at both individual and workplace levels.
Research + Strategy
To shape the brand for Opening Minds, a thorough exploration unfolded through focus groups, interviews, competitor analysis and positioning, SWOT, and gap analysis. This comprehensive discovery phase ensured the incorporation of stakeholder beliefs into the brand essence, voice, personality, and positioning.
Aligned with the "Stronger Together" strategic business plan, the key attributes of the brand were defined as approachable, trusted, and recognized as a thought leader—essential qualities in both the training sector and the mental health space. The coined tagline, "Advancing Mental Wellness," underscored Opening Minds' position as a leading mental health training provider fostering positive change on an individual and organizational level.
Identity Design
The visual direction embraced the themes of"Community," "Leadership," and "Connection." Flowing soft shapes, intertwined elements, and contained marks conveyed a sense of symmetry and repetition, reinforcing the brand's national reach. The chosen identity, three concentric rings, symbolized the vision of bringing people together for fulfilling lives, the training and actions supporting mental health, and the individuals benefiting and contributing to communities.
Implementation
Maintaining continuity with the Mental Health Commission, the logo retained the same colour palette and expanded it further, granting the brand greater versatility. The brand assets, including business cards, letterhead, marketing templates, banners, and courseware templates, were meticulously crafted to reflect the brand identity. The website and learning management system design, in collaboration with Blue Eclipse Media, ensured seamless integration of the brand's personality and positioning.
"We have received nothing but positive feedback on the brand from everyone who has experienced it. Certainly couldn’t have pulled it off without you and your team"
Outcomes
Over 1 million individuals in Canada have undergone training under Opening Minds. Looking ahead, the brand identity will serve as a robust foundation for expanding individual offerings within Canada and venturing into international markets.
NHLPHA and Opening Minds recently announced the official launch of FIRST LINE, an education and leadership partnership
Opening Minds remains committed to its mission of training, improving mental health, challenging negative attitudes, and reducing stigma associated with mental illness, through this approach they have begun creating a series of partnerships to ensure that mental health training is at the core of organizational education and leadership.
As Opening Minds looks toward the future, the brand identity stands poised to be a guiding force in furthering its mission on a global scale.
