Richmond Behavioral Health Authority and Richmond Behavioral Health Foundation were originally two separate sub-entities under the same parent organization, creating confusion for external audiences who saw the organization as a single brand.
Richmond Behavioral Health needed to clarify their brand structure and create a shared mission across both organizations while also overcoming the stigma associated with mental and behavioral health.
Brand Federation conducted extensive research, including a series of workshops, to uncover the emotional side of the brand and the challenges associated with mental and behavioral health. Through this research, Brand Federation discovered that the work the organization was doing in the community was critical and challenging, requiring bravery and fearlessness from patients, caregivers, administrators, and donors. Brand Federation recommended creating a parent brand, Richmond Behavioral Health, with a clear shared mission across both organizations that focused on the brand's fearless approach to addressing mental and behavioral health challenges.
Brand Federation then developed a purpose-focused platform that highlighted Richmond Behavioral Health's fearlessness and dedication to providing critical services to the community. The platform was brought to life through a beautiful mural in downtown Richmond by Hamilton Glass, showcasing the organization's commitment to improving mental and behavioral health outcomes in the community.
The new parent brand, Richmond Behavioral Health, and purpose-focused platform enabled the organization to expand its reach and services, including the expansion of its clinic and crisis continuum and the introduction of Recovery Plus, which expands the resources available to community members requiring medication-assisted treatment for opioid users.
The brand's fearless approach to addressing mental and behavioral health challenges resonated with patients, caregivers, administrators, and donors, helping to reduce the stigma associated with mental and behavioral health and encouraging more people to seek the help they need. The purpose-focused platform and beautiful mural effectively communicated Richmond Behavioral Health's commitment to improving mental and behavioral health outcomes in the community, helping to reinforce its reputation as a trusted and essential organization. Overall, the work that Brand Federation did helped Richmond Behavioral Health clarify its brand structure, create a shared mission, and expand its reach and services while staying true to its fearless approach to addressing mental and behavioral health challenges.