Forensicare

Creating a brand identity for a forensic mental health service.

Problem 

Forensicare is a specialist forensic mental health care organisation in Victoria, Australia. They work with people with mental health problems who have entered the justice system or who are at risk of entering the justice system.

After an internal investigation revealed a culture of stress, burn out and low staff morale at Forensicare, they decided to transform the organisation at every level. They approached Portable to help them to refresh their brand identity.

Solution 

I was the lead content strategist on this project, and I worked in partnership with a brand strategist. Together, we designed and facilitated a workshop with staff and clinicians at Forensicare to understand the organisation’s brand position, audience priorities and personality traits.

From this workshop, we were able to define and develop Forensicare’s brand personality, brand narrative and visual identity. We validated our direction along the way with Forensicare’s staff and clinicians, making sure it resonated with them, their service partners and the people they care for.

Impact 

The work done on this project directly informed the next phase of Forensicare’s organisational transformation. They planned to test the new brand identity with the people they cared for, before implementing it on their newly designed website.

The collaboration project aspect of this project also helped to unite staff at Forensicare and show them that Forensicare’s leadership team were committed to addressing the problems the organisation faced.