At the end of 2021, Metrocare Services applied to our CP BrandAid call for 501c3 charities that needed a strategy and brand boost – pro bono. In our desire to help spotlight mental illness and health, we chose Metrocare Services as our recipient – our second BrandAid client.
The largest provider of mental health and developmental disability services in Dallas County, Metrocare serves more than 60,000 clients a year. From children and adults needing mental health care, to substance abuse services and IDD services for children and families, Metrocare provides life-saving care that helps others find lives that are meaningful and satisfying.
Working closely with the Metrocare leadership team, here is what we did:
- Doubled-down on the use of their street name, “Metrocare.” After extensive internal surveying, there was concern that the name lacked uniqueness because many other organizations in Dallas-Fort Worth use the term “metro” in their names. This meant that we had a problem to solve – and we felt we could solve it with design.
Metrocare is comprised of two concepts: METRO + CARE. We believed it was time to focus on what they do above everything else.
- Identified a compelling positioning strategy that succinctly tells their story – that Metrocare is a safe call to make – a safe place to start one’s healing journey.
- This led to a powerful double entrendre tagline, “Find yourself here.” Metrocare has 20 important clinics, facilities and spaces where clients can go for same-day attention and care. It also has a comprehensive online presence that provides expert just-in-time resources.
- Designed a new Metrocare logo in rich primary colors of midnight and vermillion, plus a suite of 7 logos using a new bold secondary color palette for each of Metrocare’s 7 pillar areas.
- Designed a vertical scrolling home page, plus 3 interior pages of the website.
- Developed detailed brand guidelines so all Metrocare departments can effectively steward the growth of its new strategy and brand.
Tate Ringer, Metrocare’s Chief Strategy Officer, said: “This was a very complex strategy and branding engagement because Metrocare’s reach is vast, our constituents highly diverse (in geography, type of services needed, in ethnicity and race), and our supporters, donors and volunteers come from city and county government, private enterprises, foundations and more. Our Content Pilot team climbed in to understand what we do and how we do it. They were consultative, responsive, easy to work with, and the quality of their creativity and design was smart, elevating and more wonderful than we could have imagined. It sets us on a path to the future with messages that are well-defined and easily understood by everyone we serve.