Good Neighbor – Brand Development

The Good Neighbor Brand's development was impacted by the Covid-19 pandemic, resulting in certain aspects of the project being cut short before my involvement. Despite this setback, the team was determined to present the brand in a deserving manner, capitalizing on the available resources and creativity.

Building on Existing Foundations: Upon joining the team, the fundamental elements of the brand, such as the logo, color scheme, and typography, had been established. However, critical components such as the brand voice, brand photography, and strategy remained underdeveloped. This presented an opportunity for me to contribute significantly to shaping the brand and bringing it closer to a finalized state.

As one of the largest mental health organizations in Virginia, Good Neighbor aimed to distinguish itself from other organizations in the field. Traditionally, mental health organizations adopt a clinical and impersonal approach in their setting and treatment. However, Good Neighbor sought to stand out by offering a promise of a better way of life and positioning itself as a true partner in the patients' journey.

Good Neighbor recognized that people with mental or developmental differences should be integrated within society rather than isolated from it. The brand emphasized the belief that individuals belong with one another, living, working, and playing together. Good Neighbor pledged unwavering support throughout the entire process, demonstrating a commitment to inclusivity and building a sense of community.

*Worked on in collaboration with and while employed by Baas Creative