The Institute for Advancements in Mental Health (IAM) is a landmark initiative to awaken new solutions and reframe the public’s view of mental health. At a time when mental health struggles are at epidemic levels, the Institute is bringing new solutions to market in order to create an era of innovation in mental health. IAM aims to achieve this through a global prize to encourage ideas, venture launch support to scale solutions, and an innovation agency to work in partnership with governments, businesses, and NGOs.
To help launch the Institute for Advancements in Mental Health, we designed the visual identity and marketing materials. To avoid the common tropes of symbols representing mental health, we created a flexible system of shapes and patterns that suggest different parts of society coming together to unlock solutions. Graphic elements interact with images of people and places to indicate the relationship between daily life and mental wellbeing.
In addition to the visual identity system and marketing collateral, all elements are detailed in a brand guidelines document to ensure effective roll-out as IAM grows. The eye-catching identity and materials have helped IAM to attract funders and gain traction as a new initiative seeking to redesign society for better mental health.