A digital screenshot of a webpage titled 'Brand Values' with three columns labeled 'Collaboration,' 'Equity and Reciprocity,' and 'Evidence-based,' each containing descriptive text about research and community engagement.
Comparison of a paragraph of text before and after editing, highlighting the changes with color-coded annotations for resolve, inclusive, and purposeful aspects.
A digital infographic titled 'Tone of Voice' with three columns labeled 'Resolute' in green, 'Inclusive' in orange, and 'Purposeful' in blue. Each column contains a paragraph of text explaining the tone of voice for each category, set against a white background with small graphic elements in the top right corner.
A digital document titled 'Tone of Voice' discussing writing styles for communication, with sections comparing first-person, second-person, and external external points of view, along with guidelines for effective messaging.

Growing Minds Australia

Project Overview

Branding

My Contributions

Create the branding for Growing Minds Australia, a newly newly established international, multidisciplinary collaborative clinical trials network in child and youth mental health funded by the Medical Research Future Fund (MRFF).

As the main copywriter for this project, I had the unique position to write the branding book for two different (but very much intertwined) projects. After a few rounds of brand-testing with the main target audience, making up of medical professionals, parents, and young adults, the art director and I worked together to bring the branding books to life.

 

A major task on my end was writing for the tone of voice for both, while providing tangible examples on how the content should reflect the tone.

After GMCA, the next project to tackle was the branding of Growing Minds Check-In. This would be the user-facing tool, and therefore had to sound like an extension of the brand. I introduced the idea of a brand persona that felt less clinical and more supportive, while having the professional background that allowed people to trust them.

Page from a document titled 'BRAND PERSONA' with a paragraph explaining the role of a caring, relatable community health worker, alongside a photo of an elderly woman smiling with eyes closed, wearing a blue and white striped shirt, and clasping her hands over her chest.