A national youth mental health brand, launched on deadline

Orygen · Strategy Design, Communication Strategy, Visual Design · Health

A new national centre, a new brand and a digital home built to serve eight very different audiences.

The challenge

The Orygen Youth Health Research Centre was becoming Orygen, the National Centre of Excellence in Youth Mental Health. It needed a brand and a website ready for the transition, with a fixed deadline and no room to slip. The site had to speak to clinicians, researchers, young people seeking help, families, research participants, politicians and media, all at once. Behind the scenes it also had to connect to training, an online store, a conference video library and a new CRM.

What we did

We ran a joint blueprint workshop with Orygen's leadership, communications and IT teams to agree audiences, requirements and priorities before anything was designed. We then led the brand and website strategy, mapping a clear path for each audience so that help seekers found support fast and professionals found training and evidence without wading through the organisation's internal structure. After launch we stayed on to plan Orygen's Knowledge Hub, setting measurable goals for member sign ups and recommending how a large body of youth mental health evidence, moving across from headspace, could be restructured so people could actually find and use it.

The impact

Orygen launched as a national centre with a brand and digital platform built around the people it serves, and a relationship that continued from launch into a second phase of work.

Deliverables

Stakeholder blueprint workshop

Audience and requirements analysis

Brand and website strategy

Content approach for migrated evidence resources

Knowledge Hub blueprint with goals and KPIs

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