Neami National has created a consumer-centric mental health brand, Me Well, specifically developed to succeed under the NDIS.
The National Disability Insurance Scheme (NDIS) presents a major shift in how disability and mental health services are funded in Australia. People are now given the power to make their own financial choices about how government money is spent on disability. Organisations must reorient themselves to attract consumers in an emerging competitive market.
Today was asked to brand a new company: Mental Health and Wellbeing Australia, a division of Neami National, that would operate exclusively under the NDIS.
Brand prototyping and co-design
We took a distinctly user-centred approach to brand development. We generated dozens of ‘brand prototypes’ to guide conversations with users in one-on-one interviews. Through testing these rough ideas with users, we were able to quickly validate the name and visual tone that would resonate most with people who use the service.
We guided a brand value card sorting exercise with Neami stakeholders to generate the new brand's core values. We used these values deliberately throughout the branding and website process to guide look and feel, style of imagery, and content strategy.
An inspiring platform
We designed and built the Me Well website, backed by a system of design, a component library, and robust content management system. The website was developed from the ground up to grow from a marketing platform to an enabler of digital service delivery.
The website shares stories of recovery, enables visitors to find the right support for them and guides them through the complex and often confusing process of the NDIS.
A unique nationally-scalable brand co-designed with its audience, enabled by a digital platform that lays the groundwork for the future of mental health and wellbeing service delivery.