Since 1960, Wedgwood Christian Services has been dedicated to boldly taking on the toughest mental health and behavioral health cases in West Michigan. Wedgwood serves children, teens, families, and adults through residential care, counseling services, and community programs. With the goal of supporting and helping to restore the physical, social, intellectual, emotional, and spiritual well-being of the community, Wedgwood offers steady guidance, support, and love to those who need it most.
Strategy Development
Market Situation & Competitive Assessment
Marketing Goals
Increase Wedgwood awareness, differentiating itself from competing organizations.
Create an emotional connection to the Wedgwood brand & purpose.
Initiate interest in Residential Clinician and Youth Treatment Specialist roles.
Brand Personality
Empathetic, purposeful, impactful
Grace-filled, compassionate
CREATIVE DREVELOPMENT
TAGLINE:
Where healing begins
On average, the teens experience twelve failed placements before they become residents at Wedgwood. By leading with compassion and consistency, their expert team offers healing in meaningful ways: infusing hope, offering belonging, and mending relationships.
TONE:
Optimistic but realistic.
This is a tough industry to be in, and while Wedgwood is hopeful that they can help transform lives, it won’t always be a smooth road. It’s important to recognize the hardships while shining a light on the transformative work that Wedgwood is doing.
LOOK & FEEL
The visual messaging needed to be impactful to reflect the bold cases Wedgwood takes on, with a rich color palette, proprietary graphics, and emotive imagery.
COLOR PALETTE
Color on color, with more options for contrast for a captivating look that stands out among the noise.
GRAPHICS
We utilized artwork that looked handmade and incorporated rough, hand-cut iconography, keeping things contemporary with a youthful flair.
FONTS
The new handwritten style complements the playfulness of the bold colors and the carefully crafted graphics.
EXECUTION
After establishing new branding for Wedgwood, the first order of business was to help them fulfill a recruitment grant they received. We took all of the new brand elements and put them to use in an OOH-heavy campaign, along with digital, social, and event elements.
