Mental Health of America Dutchess County (MHADC)


Reinforce Non-Profit Credibility with a Strong Corporate Identity


  • Distinctive corporate identity has bold, inviting curves; maintains connection to national organization by using same colors
  • Key information attracts immediate attention in post-it-like note boxes
  • eNewsletter summary format displays information concisely and neatly—the key to getting people to read, respond, engage
  • Standards guide developed so that brand can be maintained by staff


Mental Health of America Dutchess County is a not-for-profit organization dedicated to promoting mental wellness through education, programs, advocacy, and community support. Their previous marketing materials lacked a unified look sometimes discouraging client, donor and volunteer participation.


FDD developed an appealing brand for all print communications using the national Mental Health America organization’s corporate colors. Bright orange post-it note boxes encourage people to take a specific action—call the 24-hour suicide hotline, attend an event or make a donation. The one page enewsletter format maximizes reader participation and reduces unsubscribing. We developed a standards guide to assist staff on logo, font and color usage to ensure consistent branding.
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