Child Mind Institute

Challenge

After five years as Managing Director of the innovative New York City branding and design agency Suka Creative, I was offered a position as Director of Marketing and Communications at the Child Mind Institute, a leading nonprofit in children’s mental health. I was challenged with broad goals to elevate the brand and dramatically increase the reach and influence of the organization.  

 

Solution

Over the past two years, I collaborated with leadership and led the 14-person marketing and communications team to fulfill the organization’s ambitious research, clinical and public education missions and to position the organization as the go-to resource in children’s mental health.

 

Major branding and communications initiatives:

Visual branding. Partnered with the art director to clarify and refresh the organization’s logo system and color palette.

Positioning and key messaging. Led a messaging exercise, from sourcing and hiring the wonderful Additive Agency to crafting the positioning line and partnering closely with Additive on the final polish on the new key messaging platform.

Educational campaigns. Led the team that re-crafted the organization’s signature public education campaign, Speak Up for Kids. We simplified the month-long initiative into a campaign that could gain strength and influence each year. Speak Up for Kids now includes the Change Maker Awards, the Children’s Mental Health Report, social media tiles with key partners, and a robust PR effort. 

Websites. Led the team and partnered closely with the Digital Director to source and engagBlue State Digital and then created a new Child Mind Institute website — from discovery to IA, design to launch. I also led the website development and wrote content for the Healthy Brain Network, the Child Mind Institute’s signature research initiative.

Video production. Led the team that produced a Storyteller video series as well as videos for the 2015 and 2016 Change Maker Awards.