The primary name of the organization was difficult to say and to remember. As with many organizations in their infancy, the Institute needed help in developing a brand that would easily tell its purpose; whether to elected officials, their staffs, other mental health organizations, media, and eventually consumers. The agency suggested an alternate, more consumer-facing name and web URL called Texas State of Mind. This name succinctly defines the mission of the organization, reinforcing that it is Texas based while using the entendre of State to discuss mental health. This simple and effective positioning is both highly recognizable and memorable and has helped the Institute become a leader in impacting change in Texas.
A complete brand package was developed including logo, brand identity toolkit and style guide. The toolkit includes all digital assets including the Institute’s website, texasstateofmind.org.