Let’s Talk is a program at the University of Washington that connects students with support from experienced counselors. Let’s Talk drop-in visits are free, confidential and there is no appointment necessary.
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The previous campaign ran into issues with reaching certain areas of the demographic (minority groups) and came to me with the goal of both expanding their audience while increasing the percentage of target students reached. The program’s unpopularity stemmed from three main issues. Their previous logo contained the form of a couch, indicative of group therapy, and gave an unclear representation of what was to be expected of the session. This added to the pressure to not reveal any vulnerabilities, especially in a group setting, and the worry that their concerns were insignificant or not enough to warrant a reason to drop in for a talk.
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Our main priority for this rebrand was to change the perception of the program as insignificant and a source of shame. The first step was to establish a refreshed contemporary look with bright colors and bold text. By doing this, we could capture and retain attention through clearly identifying common session topics the program addressed. These targeted graphics would introduce potential situations (provided by the program) and dissuade the notion of a seemingly small problem.