The Maryland Crisis Hotline is a 24-hour resource to provide help for those who are contemplating suicide. The Hotline exists to provide help when it’s needed and to reduce deaths from suicide across the age span.
The brand and marketing goals were to increase awareness and usage of the Maryland Crisis Hotline, develop brand awareness, build an audience, generate followers & supporters, amplify the message to increase call volume and increase awareness and usage of the hotline among Maryland residents across the age span.
We developed a logo design based on close collaboration with internal stakeholders. Because suicide is such a sensitive topic, great care was used when selecting imagery and messaging that addressed this topic. We ended up with the image of a gingko leaf—a symbol of hope, longevity, and endurance
Subsequently, we developed a style guide, color palette, type treatment, and other brand assets that were extended across other collateral including posters, brochures, banners, and t-shirts. We also re-branded the hotline’s social media accounts and developed ads for social media. We developed a mix of paid and organic content for social media to amplify the message.
Through a combination of print collateral and digital campaigns, we were able to develop a solid strategy to increase awareness and use of the hotline.