Espinoza_11.3.2

Adult and Child Mental Health ServicesREBRANDING PROJECT BOOK

Mental Health Center

Border Region Mental Health Center

1.0 RESEARCHIntroduction page 7Research page 8-9Conclusion page 10References page 11Client Brief page 12-13Target Demographics page 14-15 SWOT Anaylsis page 16-17

2.0 CREATIVE DEVELOPMENTMoodboards page 20Toolbox page 21Logo Sketches page 22-23Website Concepts page 24-25Motion Graphics page 26-27

3.0 STYLE GUIDE Voice & Tone page 30-31Typography page 32-33Imagery page 34Textures page 35Color Palette page 36-37Logo Display page 38Logo Specifics page 39Logo Misuses page 40-41

4.0 FINAL DESIGNPrint Ads page 44-45 Digital Solutions page 46-47Motion Graphics page 48-49 Logo Display page 50-51

TABLE OF CONTENTS

Introduction page 7

Research page 8-9

Conclusion page 10

References page 11

Client Brief page 12-13

Target Demographics page 14-15

SWOT Anaylsis page 16-17

RESEARCH 1.0

Border Region Mental Health Center Border Region Mental Health Center

6

7

Research 1.0


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Border Region Mental Health Center is a state

funded agency that provides treatment services

for both adults and children from Webb, Jim

Hogg, Starr and Zapata counties. The center

strives on treating challenged clients holistically

by providing a diverse and current regimen of

psychoactive medications and therapies within

the psychological and psychosocial domains.

Since their establishment in Laredo, Texas in

1979, Border Region Mental Health Center has

undergone various transitions ranging from

name changes, new buildings, numerous state-

of-the-art treatments plans and conception of a

volunteer service council.

This project book details various techniques

for advertising services needed by Border

Region Mental Health and Retardation

Center to community members. The vital

rebranding of The Border Region Mental

Health Center will include a detailed insight

into the re-designing of current clip art logo,

awareness and distribution of funds raised

by the volunteer service council for

consumers.

INTRODUCTION

“The Border Region Mental Health Center provides various support

programs and services that maximize each person’s potential.”

Abstract


8

The Border Region Mental Health Center

vision is to “be the leader in the provision of

quality and cost effective mental health and

mental retardation services that maximizes

each person’s potential” (2007). With a staff

of over 250 employees, the center provides

consumers outstanding services in variety of

treatment plans. Maximizing each person’s

potential through a variety of services and

medication is the goal of the center while

increasing the consumer’s independence and

quality of life. The assistance that the em-

ployees provide will benefit all consumers at

all levels.

RESEARCH PAPER

Company Overview Effective SolutionsThe rebranding will commence with the

name change of the Border Region Mental

Health and Mental Retardation. The overall

perception and appearance will flow with

current trends in health care services. The

community and surroundings area will be

stimulated through a variety of educational

opportunities of the mental health

information and the improved

understanding of the facilities wide variety of

treatment services. An updated and orga-

nized website will be provide the opportunity

for anonymous research to be done by the

individual seeking services and/or family

member interested in learning about services

provided.

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Research 1.0


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The re-branding of the Border Region

Mental Health Center will inaugurate with the

introduction of a redesigned logo combined

with a catchy tagline. The utilization of the

logo on billboard signage and bus stop ads

will create a much-needed buzz amongst the

community. Distribution of printed media to

inform potential consumers of the specific

programs and services offered will aid in

awareness. Providing the community with

multimedia educational seminars in all facets

of maintaining a healthy lifestyle will

enlighten the audience into any concerns

dealing with their own health or the health of

their family members.

“ A variety of educational workshops to enlighten community

of the facilities wide variety of treatment services.”

Objectives and GoalsTechnological improvements will be provided

to consumers, through the use of updated user

friendly website along with quick links of

current mental health information occurring at

the center. The color schemes that will enhance

the at center. The color schemes that will

enhance the attentiveness of the Border

Region Mental Health Center will include calm-


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CONCLUSIONThe Border Region Mental Health Center

provides top-notch mental health care services

providing various treatment services. It’s

long-standing tradition of providing safe,

confidential and compassionate care to chil-

dren and adults, facing mental health concerns.

Located in the South Texas city of Laredo, Texas

consumers locally as well as from surrounding

areas are provided treatment plans to meet

their specific need.

With rising cost of healthcare services the

consumer is provided state funded services at

minimal to no out of pocket cost. The consumer

is given opportunity to grasp every aspect of

the treatment options with the concern of

payment. The delivery of consumer services

provides peace-of-mind to family members as

well as a step in the right direction for the

consumer.

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Research 1.0


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Giurleo, S. (2011). 5 Ways Social Media Will Change Mental Health Care. Social Media for Therapist. Retrieved on Octo-

ber 7, 2011 from http://socialmediafortherapists.com/social-media-will-change-mental-health-care/

Kim, S. (2011). Mental Disorders Patients Lack Services Worldwide. Boomer Health and Lifestyle. Retrieved on October

6, 2011 from http://www.thirdage.com/news/mental-disorder-patients-lack-services-worldwide_10-09-2011

Smith, Morgan. (2011). Retarded Likely to be Struck from Texas Statues. The Texas Tribune. Retrieved on October 15,

2011 from http://www.texastribune.org/texas-state-agencies/health-and-human-services-commission/retarded-like-

ly-to-be-struck-from-texas-statutes/

Strauss, Steve. (2010). The Importance of Business Signage. Small Business Connect. Retrieved October 15, 2011 from

http://www.alerussbc.com/resources/sales-marketing/planning/The-Importance-of-Business-Signage

2007. Border Region Mental Health and Mental Retardation. Retrieved on October 6 from http://www.borderregion.

org/adultmental.htm

2011. Font Personality. Purdue Online Writing Lab. Retrieved on October 14, 2011 from http://owl.english.purdue.

edu/owl/resource/705/03/

2011. Fonts.com. Graphic Design Lesson. Retrieved on October 22 from http://www.artyfactory.com/graphic_design/

typography/the_art_of_typography.htm

REFERENCES

12 Border Region Mental Health Center Border Region Mental Health Center

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CLIENT BRIEF

LoyalEffectiveCaring

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Research 1.0


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Deliverables

Campaign FocusThe vital rebranding of The Border Region Mental Health and Mental Retardation Center will include a detailed

insight into the re-designing of current clip art logo, implementation of educational workshops provided

monthly to enlighten community members on different characteristics of mental health and the services

provided by the center, awareness and distribution of funds raised by the volunteer service council for

consumers on items that the state cannot provide, community involvement activities, an awareness through

social media as well as an informative functional website.

* The re-branding of the Border Region Mental Health and Mental Retardation Center with creating

recognizable logo and tagline.

* Development of a user-friendly website. The website provides detailed information on frequently

asked questions, crisis hotline, and a link to social media forums

* Creation of informational print material. A series of pamphlets will be developed designed to

present a variety of mental health issues and disorders.


14

TARGET DEMOGRAPHICS

The target audience for the Border Region Mental Health Center include South Texas residents as young as 5 years of

age. The average consumer’s income is $30,000, single status and limited education. Priority is given to adults with

no health insurance and children with Medicaid under medical doctor’s direct supervision.

TRIBES* Local community social center for individuals with mental health

* Local high schools mental health programs

*Continued psychological treat-ment needs

MARKET* Income ranges from no income to $50,000

* Individuals in need of mental health assistance

* Individuals with a record of substance abuse

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Research 1.0


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SWOT ANALYSISSWOT Analysis is a strategic planning

method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats

involved in a project or in a business

venture. Border Region Mental Health

Center focus is to increase productivity

upon established practice.

S: characteristics that give advantage

W: characteristics that are at disadvantage

O: chances to improve performance

T : elements in the environment that could cause trouble for the business.

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Research 1.0


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STRENGTHS:• Excellent customer services

• Mental Illness assistance

• Crisis hotline 24 hours 7 days

OPPORTUNITIES:• Increasing community awareness

• Montaly educational workshops

• Renaming and rebranding

WEAKNESSES:• Clip art logo for signage

• Lack of awareness in the community

• Limited counseling providers

THREATS:• Misunderstanding of services

• Cuts to budget state funding

• Incomplete treatment programs

Moodboards page 20

Toolbox page 21

Logo Sketches page 22-23

Website Concepts page 24-25

Motion Graphics page 26-27

CREATIVE DEVELOPMENT 2.0


20

MOODBOARDS

The use of warm comforting col-

ors are aligned with the tenets of

warm, comforting and helping.

Viewers will feel a sense of com-

fort and stability upon viewing

the images and colors utilized

throughout he Border Region

Mental Health Center and all

print and media design.

Creative D

evelop

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TOOLBOXCOLOR OPTIONS:

Pantone 5493C: 48 R: 112M: 4 G: 174Y: 16 B: 185K:15

Pantone 331 C: 27 R: 184M: 0 G: 226Y: 14 B: 222K: 0

Pantone 4635C: 12 R: 136M: 61 G: 226Y: 80 B: 222K:45

Pantone 716C: 0 R: 244M: 63 G: 125Y: 99 B: 34K: 0

Pantone 716C: 0 R: 244M: 63 G: 125Y: 99 B: 34K: 0

Pantone 3155C: 100 R: 0M: 10 G: 99Y: 28 B: 115K: 47

Font Choices:

Headline OptionBig Caslon Medium

Tagline OptionCambria Regular

Body Text OptionFootlight MT Light

Border Region Mental Health CenterFor A Brighter Tomorrow

Adult and child services provided


LOGOS


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LOGO SKETCHES

Creative D

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Mental Health Center Border Region

The evolution of the logo inspired by vari-

ous aspects associated with the mind. The

initial design used bold colors that are

stricking, but contradictory to the

comforting colors chosen for final logo.

After experimenting with various colors

and effects, the final logo is a combination

of an image and bold font that portray a

heartfelt comfort feeling for the rebrand-

ing campaign of the Border Region Men-

tal Health Center. The silhouette image

with halo effect, complemented by the

name and tagline.



24

WEBSITE CONCEPTS

Inital Wireframes Sketches

Information is presented through a

user-friendly catergory system that

is located throughout Border Region

Mental Health Center’s website pages.

Images, information and links will be

projected a whole-hearted attention

by detail allowing for the viewer to

fully understand and partake in the

many resources and programs.

Creative D

evelop

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MOTION GRAPHICSInitial Storyboard Sketches

Creative D

evelop

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Creating a public service announcement for the Border Region Mental

Health Center featuring the programs and services provided to commu-

nity members. A decision to feature the center’s facilities or individual

case testemonial for the subject of the pubic service announcement. The

featuring an individual case in the public service announcement allows

for viewers to fully understand on a personal level the intensive treatment

services. Drawing in the viewers to the individual struggle and success

story will entice individuals with similar problems to seek assistance.

Voice & Tone page 30-31

Typography page 32-33

Imagery page 34

Textures page 35

Color Palette page 36-37

Logo Display page 38

Logo Specifics page 39

Logo Misuses page 40-41

STYLE GUIDE 3.0


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VOICE & TONE

The Border Region Mental Health Center provides

complete outpatient treatment to address a wide

range of issues including depression, anxiety, and

displaced anger for individuals, couples or family.

Specially trained clinicians provide treatment for

those with chemical dependency, co-occurring

substance abuse and mental health disorders.

A secure community environment that actively promotes recovery and postive lifestyle for people challeneged by mental illness and substance abuse.

Style Gu

ide 3.0


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The Border Region Mental Health Center provides a

comprehensive assessment that addresses the

whole person’s needs and goals across all life

domains. The support of personnel from

designated departments partner to create and

implement individualized treatment plans that

clearly track the progress of an individual for

duration of treatment. The services are designed

to provide encouragement, optimism, recuperation

and resilience for each individual specific

throughout their treatment program


32

Border Region Mental Health Center is a state

funded agency that provides treatment services

for both adults and children from Webb, Jim

Hogg, Starr and Zapata counties. The center

strives on treating challenged clients holistically

by providing a diverse and current regimen of

psychoactive medications and therapies within

the psychological and psychosocial domains.

Since their establishment in Laredo, Texas in

1979, Border Region Mental Health Center has

undergone various transitions ranging from

name changes, new buildings, numerous state-

of-the-art treatments plans and conception of a

volunteer service council.

TYPOGRAPHY

Big Caslon

CambriaABCDEFGHIJKLMNOPQURSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMNOPQURSTUVWXYZ


1234567890

Myriad Web ProABCDEFGHIJKLMNOPQURSTUVWXYZ


1234567890

Style Gu

ide 3.0


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Body Adult and Child Mental Health Services

TitleBorder Region Mental Health Center

SubtitleFor a Brighter Tomorrow


34

Words can communicate a message to

viewer but photos can communicate

quicker and in different ways than text.

Vivid images used in combination with

the right words can be incredibly

powerful. These images do more than

just play a mere complementary role in

the design.

IMAGERY

Style Gu

ide 3.0


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TEXTURES

The many images and textures can be

utilized for the Border Region Mental

Health Center rebranding campaign. The

warm and comforting colors appeal to

the viewers will radiate a sense of calm.

The images portray a sense of safety and

assurance in the quality of care attained

through the programs and services.


36

COLOR PALETTE

Style Gu

ide 3.0


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C : 100 M : 10 Y : 28 K : 47

C : 48 M : 4 Y : 16 K : 15

C : 27 M : 0 Y : 14 K : 0

C : 0 M : 63 Y : 99 K : 0

C : 0 M : 63 Y : 99 K : 0

R : 0 G: 99 B : 115

R : 112 G: 174 B : 185

R : 184 G: 226 B : 222

R : 244 G: 125 B : 34

R : 244 G: 125 B : 34

Pantone 3155

Pantone 5493

Pantone 331

Pantone 716

Pantone 3155


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LOGO DISPLAY

PLAY

PUBLIC SERVICE ANNOUNCMENT

PRINT ADVERTISMENT FOR MAGAZINES

UPDATED INTERNET WEBSITE


www.borderregion.com 956-723-HELP

For A Brighter TomorrowFor more information on programs and services



www.borderregion.com956-723-HELP

Website is created as an easy to follow direct link to basic information of

premium programs and services. Print ads for utilization in magazines

publications, monthly newsletters and newspapers. Size specifications

vary according to medium of publication. Magazine and newspaper ads

will be 4” X 6”. Newspaper ads can be 4” X 6” or 8” X 10”.

Style Gu

ide 3.0


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LOGO SPECIFICS

BLACK/WHITE

Mental Health CenterDARK BACKGROUND Mental Health Center

Border Region Mental Health Centers’ logo

symbolizes the focus on the mental health

solutions for individuals. The logo is set

on a white background to focus on gradi-

ent around head image. Displaying of logo

should include hallow and tagline with a

layers. Black and White version can be used

for economical print requirements.


Border Region Mental Health Center logo must be displayed with minimum

of .25 X clear space to uphold the integrity of design. The logo represents the

potential of the Border Region Mental Health Center rebranding campaign.

Revised logo without halo will be applied to various print and digital mediums.

Clear Space


40

LOGO MISUSES

Misapplication for Publication

Border Region Mental Health Center logo must be used exactly as specified in Logo Specifics. The arrangement

of all elements associated with the logo including image, color and layers combine to project the vision for the

rebranding.

Refrain from the following:

• Removing any layers from the logo font in title and subtitle

• Removing any layers from images

• Removing halo behind profile image

• Displaying logo without tagline

• Making any alterations to color

• Manipulating logo by stretching from sides

• Layering on top of colors not associated with color palette

• Resize any single element of logo

Style Gu

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Do not remove layers on font


Do not remove layers on images

Mental Health Center Do Not Remove Tagline


Do not adjust colors

Misuses

PLACEHOLDLER for DIVIDER

Print Ads page 44-45

Digital Solutions page 46-47

Motion Graphics page 48-49

Logo Display page 50-51

FINAL DESIGN 4.0


PRINT ADS


www.borderregion.com


WE CAN HELP YOU FIND ANSWERS.

Advertisment will be printed in various sizes

to fit the requiremnt of advertisment.

Suggested sizes to eliminate disproportion.

Magazine size is 8 “X 11”

Newspaper size is 8” X 11”

Print advertisement will run be

produced as various images with

similar type for newspapers, flyers,

magazines, and newsletters. The

intent of the print advertisement is to

catch the viewer’s attention through

striking images that will cause them

to stop, pause and observe the

information provided in the ad.

Final D

esign

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“ I feel sad and alone. I have no one that I can talk to about what I am feeling. Is there anyone that feels the way I feel ?”

For A Brighter Tomorrow

For more information on programs and services



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DIGITAL SOLUTIONS

The creation of an Internet website for the Border Region

Mental Health Center provided community members

searching for information a unlimted amount of resources

for all thier mental health care needs.

Providing a multi-technological platform allows for the

website to be viewed through various mediums without

any limitations on file size.

Technological Support

Final D

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MOTION GRAPHICS

The public service announcement for the Border Region Mental Health

Center will be incorporating in at various times on public access channel

and cable stations. The use of the PSA will aid in the awareness of the

various services including Psychiatric Services, Addiction Services and

Children’s Services.

Clips from Public Service Announcment

Final D

esign

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For A Brighter Tomorrow Call Today

1-800-723-5392


50



WE CAN HELP

YOU FIND

ANSWERS.

LOGO DISPLAY

Final D

esign

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You are not alone.

www.borderregion.org


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IMAGE REFERENCES

Front & Back CoverFoster, Aaron. Ocean Sunset Road. www.gettyimages.com

Table of ContentsVos-Arnold, Sharon. Father and Daughter Holding Hands. www.gettyimages.com

Research Blaney, Nathan. Young Girl. www.gettyimages.comB2M Productions. Portrait of Mature Mother with Adult daughter. www.gettyimages.comBlaney, Nathan. Young Girl. www.gettyimages.comImage Source. Face of A Young Woman. www.gettyimages.comScience Photo Library. School Teacher and Pupils. www.gettyimages.com

Creative DevelopmentRunPhoto. Young Woman Beauty. www.gettyimages.comPelaez, Jose Luis. Teenage Friends Smiling. www.gettyimages.comHitoshi, Michael. Hand of child Tries to Draw. www.gettyimages.comJones, Huw. Soap and Water Abstract. www.gettyimages.comGill, Stuart. Notebook on White Cream. www.gettyimages.comGault, Adam. Woman with Jigsaw-Pieces. www.gettyimages.comVos-Arnold, Sharon. Girl Head Resting on Hand. www.gettyimages.com

Final D

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Style GuideKrejci, Uwe. Portrait of Mother Hugging daughter. www.gettyimages.comGill, Stuart. Notebook on White Cream. www.gettyimages.comBlaney, Nathan. Tween Girl Serious Expression. www.gettyimages.comScience Photo Library. Austistic Boy. www.gettyimages.comPavia, Isabel. Brushes. www.gettyimages.comCutting, Ann. Colorful Fall Leaves. www.gettyimages.comEdwards, Jason. Barwon River. www.gettyimages.comRunPhoto. Young Woman Beauty. www.gettyimages.comClutterbuck, John. Aussie Asian Girl. www.gettyimages.comKidstock. Mother Hugging Son and Daughter. www.gettyimages.com

Final DesignsVos-Arnold, Sharon. Young Girl Walking with her Dad. www.gettyimages.comClutterbuck, John. Sad little girl. www.gettyimages.comRichardson, Ben. Blank Bus Stop. www.gettyimages.comIvary. Illustration of Camera Film Reel. www.gettyimages.comLombardo, Vincenzo. Mobile Phone. www.gettyimages.comBailey, Liam. Computer Light Grey. www.gettyimages.comBlaney, Nathan. Serious Gaze. www.gettyimages.comO’Brien, Bill. Close Up of Young Girl. www.gettyimages.com

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