When Mental Health Center of Denver (MHCD) established the four-acre Dahlia Campus in Denver’s Northeast Park Hill, they faced challenges as the stigma of mental health hindered their efforts. Additionally, Dahlia campus sits in an underserved food desert where the majority of residents are African Americans who felt their community had been abandoned and were skeptical of newcomers.
The Dahlia Campus provides integrative care for the mind, body and community including mental health services, an urban farm, a dental clinic for children, a preschool and even meeting spaces for the community.
Conveying this variety of services meant creating a brand identity that encapsulated not only MHCD’s mission, but their innovative holistic approach, in a way that the community could understand what Dahlia has to offer.
We developed an umbrella brand with four secondary logos and an arsenal of collateral materials for the different programs, without losing focus of how they are all part of Dahlia.
Our bilingual community navigators reached all neighbors to create awareness of the services Dahlia offers and invited them to campus hosted community events. Public relations efforts complemented the outreach, to ensure the community-at-large learned about Dahlia’s commitment to the community. This work not only gave MHCD’s Dahlia Campus a cohesive identity and unified narrative, it helped form a closer relationship with the community they serve.