One Mind
Accelerating brain health for all.
There Is No Health Without Mental Health.
Founded in 1995, One Mind is a nonprofit organization committed to healing the lives of people impacted by brain illness and injury. Although One Mind has raised and leveraged nearly half a billion dollars for neuropsychiatric research, its outdated brand identity and bare bones digital presence did not sufficiently reflect its leading role in the space. In preparation for scaling the organization’s profile amongst both the masses and prospective donors, Brand Knew was tasked with establishing a cohesive and contemporary brand identity, overhauling all digital touchpoints, and leading on promotions for the many programs, global events, and media productions that One Mind manages and supports. In the first ten months of managing One Mind’s social accounts and paid media, Brand Knew was able to reach almost 8 million people with branded content, and grow the Instagram following alone by nearly 400%.
A Brand Knew Take Two.
Brand Knew established a foundation for One Mind’s critical work by crafting a visual identity inspired by the hope, urgency, and empathy infused within the organization’s mission. In order to give the brand an identity that would feel contemporary to young audiences increasingly interested in mental health, One Mind’s color palette was expanded to vibrant, optimistic hues deployed through bold stylistic elements like gradients and collage cutouts. Simple drawings formed by one continuous line added warmth and humanity, while visually representing the unification referenced by the organization’s name. One Mind… one line. This electric, inspiring aesthetic was ultimately distributed across channels, from social and website, to print collateral. Additionally, a unified system of marks was implemented across all One Mind programs, which were previously branded independently of one another.
A Brand Knew Take Two.
Brand Knew established a foundation for One Mind’s critical work by crafting a visual identity inspired by the hope, urgency, and empathy infused within the organization’s mission. In order to give the brand an identity that would feel contemporary to young audiences increasingly interested in mental health, One Mind’s color palette was expanded to vibrant, optimistic hues deployed through bold stylistic elements like gradients and collage cutouts. Simple drawings formed by one continuous line added warmth and humanity, while visually representing the unification referenced by the organization’s name. One Mind… one line. This electric, inspiring aesthetic was ultimately distributed across channels, from social and website, to print collateral. Additionally, a unified system of marks was implemented across all One Mind programs, which were previously branded independently of one another.
Brain Health Goes Global.
Brand Knew also took on creating the inaugural visual identity for the Healthy Brains Global Initiative, a global effort that was co-founded by One Mind to mobilize $10 billion for brain health research. A brand mark, color palette, and primary and secondary fonts were established to anchor an aesthetic that referenced One Mind as a core element of the initiative, but one that was not overtly derivative of the parent organization.
Out of Site, Out of Mind.
Having reshaped the overall brand aesthetic, Brand Knew endeavored to rethink One Mind’s website to ensure that this key platform would rally the organization’s existing community and effectively recruit new supporters. The expansive new site was developed utilizing 38 original pages, and 308 optimized news, blog, and media posts, all of which were designed to drive key actions, like donations and newsletter signups. Best of all, the new site was accessible, mobile-friendly, SEO-optimized, and easily editable, thus ensuring that the site would flexibly scale to meet One Mind’s needs for many years to come. After the new website was launched, Brand Knew also redesigned One Mind’s email templates to ensure that each newsletter served as a stellar representation of the organization.
A Platform for Good.
One Mind’s new brand identity inspired a comprehensive strategy to guide all social media content across Facebook, Instagram, and Twitter. In order to demonstrate legitimacy to potential followers, Brand Knew facilitated verification across social accounts and began crafting all social content, inclusive of writing on-brand copy, designing scroll-stopping graphics, and leveraging the latest in-platform tools to engage One Mind’s audience. Workplace-related content and industry announcements were also published on LinkedIn, while video content was published and curated for maximum visibility on One Mind’s YouTube account. Over the first 10 months of Brand Knew taking the helm of One Mind’s social accounts, the follower base for both the Instagram and YouTube brand accounts grew by nearly 400%.
A Platform for Good.
One Mind’s new brand identity inspired a comprehensive strategy to guide all social media content across Facebook, Instagram, and Twitter. In order to demonstrate legitimacy to potential followers, Brand Knew facilitated verification across social accounts and began crafting all social content, inclusive of writing on-brand copy, designing scroll-stopping graphics, and leveraging the latest in-platform tools to engage One Mind’s audience. Workplace-related content and industry announcements were also published on LinkedIn, while video content was published and curated for maximum visibility on One Mind’s YouTube account. Over the first 10 months of Brand Knew taking the helm of One Mind’s social accounts, the follower base for both the Instagram and YouTube brand accounts grew by nearly 400%.
Creating Mental Wealth.
In order to drive traffic to One Mind’s overhauled social media accounts and cultivate new supporters, Brand Knew developed and launched a comprehensive paid media strategy on Facebook and Instagram; ads were later launched on TikTok as well. In just four months, this strategy increased One Mind’s pool of users actively engaging with its content by over 1,000% to 1.3 million. Over the course of ten months, One Mind’s content reached almost 8 million users and garnered more than 6.4 million engagements.
From Breakdown to Breakthrough.
When COVID-19 upended life everywhere, Brand Knew worked with One Mind to ensure that the organization released timely content providing critical information and comfort to its growing community. When the organization announced that it would provide key support for a new app that would help healthcare workers track their own mental health, Brand Knew quickly mobilized to prepare promotional assets, messaging, paid media support, and a Social Press Kit for the fundraising campaign. In order to elevate the voices of essential workers, Brand Knew also curated videos and voice recordings from a dozen such individuals, compiling these testimonials and current mental health challenges into a powerful video that was shared in a major livestream event.
On the Same Wavelength .
In the wake of COVID-19 and the rapid acceleration of the global mental health crisis, One Mind’s legacy livestream show, Brain Waves offered a channel for providing critical health-related information to an audience awash in uncertainty. Brand Knew provided key strategic and operational support in shifting Brain Waves from a monthly to a weekly cadence. The Brand Knew video production team began editing episodes to increase production value, while the Brand Knew paid media team drove a sharp increase in visibility, generating over 4.5M video views in 2020. These optimizations enabled One Mind to generate sponsor interest in funding the show and attract influential guests like Lindsie Vonn, Temple Grandin, Jewel, Laurie Hernandez, Joe Pantoliano, and Hunter Hayes.
On the Same Wavelength .
In the wake of COVID-19 and the rapid acceleration of the global mental health crisis, One Mind’s legacy livestream show, Brain Waves offered a channel for providing critical health-related information to an audience awash in uncertainty. Brand Knew provided key strategic and operational support in shifting Brain Waves from a monthly to a weekly cadence. The Brand Knew video production team began editing episodes to increase production value, while the Brand Knew paid media team drove a sharp increase in visibility, generating over 4.5M video views in 2020. These optimizations enabled One Mind to generate sponsor interest in funding the show and attract influential guests like Lindsie Vonn, Temple Grandin, Jewel, Laurie Hernandez, Joe Pantoliano, and Hunter Hayes.
Mind Over Matter.
With the rise of COVID came the rise of virtual events. When One Mind threw its weight behind the three-day Stronger Than You Think livestream promoting mental health, Brand Knew provided key support across marketing, paid media, design, and video production. One Mind’s live tweets covering the event garnered 234K impressions as celebrities, their fans, and likeminded mental health advocates shared content curated for the event. An on-the-go paid media push developed on Day 2, resulted in a 731% increase in viewership over Day 1.
One Mind At Work’s Annual Global Forum also explored a virtual format in 2020. Branded assets were crafted to share on social during and after the two-day livestream. Highlights of the event were also captured in a sizzle reel that was the first of its kind produced to showcase the caliber of the summit’s conversation and attendees.
Keep Music in Mind.
Brand Knew was also on hand to support One Mind’s 26th Annual Music Festival, which was similarly making a virtual debut. While the Brand Knew design team created custom promotional content and event programs, the paid media team managed a successful campaign driving ticket sales with a 2.87X ROAS. Marketing staff coordinated outreach to numerous partner organizations and speakers to facilitate their promotional support. Once the champagne was popped and the Zoom was over, One Mind had raised over $3 million dollars.
Keep Music in Mind.
Brand Knew was also on hand to support One Mind’s 26th Annual Music Festival, which was similarly making a virtual debut. While the Brand Knew design team created custom promotional content and event programs, the paid media team managed a successful campaign driving ticket sales with a 2.87X ROAS. Marketing staff coordinated outreach to numerous partner organizations and speakers to facilitate their promotional support. Once the champagne was popped and the Zoom was over, One Mind had raised over $3 million dollars.
Lighting the Way to Wellness.
After a groundbreaking year spent rethinking and relaunching One Mind’s digital presence and brand identity, Brand Knew’s mission to power the organization’s critical work of addressing the global brain health crisis continues. As the world’s need grows, so does Brand Knew’s commitment to expanding the communities reached by the services, solutions, and hope that One Mind capably provides.
