Workplaces that put people first.
CMHA BC aimed to rebrand its flagship program to better address the changing needs of workplace mental health across the province. The goal was to create a brand that breaks the stigma surrounding mental health, stays relevant to today's workplace challenges, and serves as a trusted, all-in-one hub for free mental health training and resources.
Cause+Affect led a rebranding process in collaboration with the CMHA BC team and Government partners. Our strategy involved updating the name from simply stating what they offer to emphasize the results organizations can expect when engaging with their services. This led to the creation of People Working Well. This strategic shift was crucial to making the initiative stand out and ensuring it would be remembered as a valuable resource.
This rebrand transformed a nondescript identity into one that is welcoming, memorable, and inspiring, helping to reduce stigma and position the initiative as a trusted partner in mental health.
Cause+Affect's strategic guidance was pivotal in transforming BC’s Hub for Workplace Mental Health into People Working Well. This rebrand turned a nondescript name and brand into one that is inspiring and welcoming, effectively helping to remove stigma around workplace mental health and providing audiences with a trustworthy partner to support them with this important work. Involving our Government partners, Cause+Affect demonstrated their expertise in multi-stakeholder listening and synthesis, ensuring everyone felt informed and engaged. The new brand identity, with its compelling design, imagery, and language, resonates deeply with our audience, and our new tagline: 'Workplaces that put people first' perfectly embodies who we are. We are thrilled with the results.
Lauren Melleny, Director of Workplace Health, CMHA BC
