Image Credit : Design and illustration: Isabelle Robison
Logo illustration: Stefan Hunt
Project Overview
BY YOUNG PEOPLE FOR YOUNG PEOPLE
1 in 4 young people will experience mental ill-health, whilst suicide remains the leading cause of death for young people. batyr is a for-purpose preventative mental health organisation created by young people, for young people. Their purpose is to improve mental health outcomes by encouraging more open and honest conversations about mental wellbeing. Designer Rice were engaged to refresh the batyr brand and graphic language for use across multiple channels. From strategy to design, copywriting to implementation the result was a bold, positive and youthful identity that included hand-drawn illustrations, vibrant colours and a custom typeface.
Project Commissioner
Project Creator
Team
Isabelle Robison, Lead Designer + Illustrator
Brent Rice, Creative Director
Ludgero Filipe Senior Account Manager
Helen Thorpe, Head of Brand and Marketing
Abi Andrew, Marketing Manager
Project Brief
A FLEXIBLE YET CONSISTENT IDENTITY SYSTEM
batyr's purpose is to improve mental health outcomes by encouraging more open and honest conversations about mental wellbeing. batyr’s programs are run in schools, universities and workplaces to smash the stigma of mental health and provide young people with insight and coping strategies to help deal with mental ill-health. batyr also work with governments and corporates to advance their mission on a national level and drive systemic change.
batyr had a logo, but lacked a visual language that could help unify their programs, campaigns and communication. We were engaged to refresh the brand and ensure both consistency and flexibility to appeal to a number of audiences – from young people to corporate partners.
Project Innovation/Need
SMASHING THE STIGMA
As an organisation that is run by young people for young people, encouraging more open and honest conversations, it was important to avoid the stigma and stereotypes around mental health. The strategy was to stay away from the traditional imagery and branding cues associated with organisations dealing with this issue. Our approach was to dial up the boldness, positivity and optimism that is so central to the organisation and the work they do.
Design Challenge
POSITIVITY AND OPTIMISM FOR ALL
The challenge was to create a brand that not only appealed to young people, but also corporate partners, governments and donors. It also had to represent their values as an organisation, whilst avoiding the stigma and stereotypical perceptions of mental health.
We built an engaging, flexible, organic brand identity to roll out across all engagement activities and campaigns. The identity system can flex from being playful yet restrained, to really bold, bright and colourful. From colours to copy, illustrations to photography, everything about the batyr brand was designed to communicate a sense of positivity and optimism.
Effectiveness
MORE AWARENESS, MORE ENGAGEMENT, MORE IMPACT
Their internal communications team have expertly leveraged the brand across all programs, campaigns and comms channels – helping increase awareness and understanding of batyr amongst young people, donors, schools, workplaces and governments. Since the rebrand, they've been awarded a Federal Government Grant of $5.5mil in May 2022.
“Designer Rice went above and beyond for our brand refresh. From brief through to creative direction and account management, every interaction was a joy and the team just ‘got it’. Their dedication, patience and flexibility unlocked potential we didn’t know we had.” Helen Thorpe – Director of Marketing and Fundraising at batyr.
“We’re super grateful about the energy your team has brought to the work, and the care and effort invested… thanks for going on the journey with us.” — Nicholas Brown, Chief Executive Officer, batyr
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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