Advertising / Brand / Digital Marketing / Direct Mail / Strategy / Website Content and Design

Advertising / Brand / Digital Marketing / Direct Mail / Strategy / Website Content and Design

Community Health Resources (CHR) is a non-profit, community-based behavioral health agency providing services in Central and Eastern Connecticut. Behavioral health is not a subject often discussed at social gatherings, on the golf course, or just hanging around with friends and neighbors. Behavioral health services are for individuals struggling with mental illness or substance use issues.

In 2009, CHR was looking for a communications/public education strategy that would increase public awareness, maximize media opportunities in targeted media/geographic markets and enhance their image among key stakeholders. CHR didn’t want to come across as consummate optimists detached from the day-to-day realities of mental illness, they wanted to be that proverbial “light at the end of the tunnel” for thousands of patients and their families without promising positive outcomes.

Where Brand and Strategy Meet Compassion

So how do you brand, increase awareness and public acceptance of a mental health provider when no one wants to talk about mental health? That was the task at hand for us. We began with our branding and strategy consulting services with the CHR board and key employees and two key findings rose to the top of all the information that we gathered. The culmination of those points was the new CHR tagline, “Real Life. Real Hope.” The new logo and mark were the results of the same exercise. We developed plans to roll out this new brand internally and externally, a new website presence and developed a corporate style guide to ensure this new look was adhered to across all forms of communication.

View Completed Site

What We Did

Print & Digital Campaign

Print Brochure



  • CHR’s new identity and subsequent bolstered online presence drove a 10% increase in clients served
  • Drove an 11% increase in contacts to their Assessment Center
  • 300% increase in website traffic