Wellspring Project
Building resilience.
Enabling health and resilience
at every stage of life
Brand Strategy
Research
Art Direction
Copywriting
Web Development
The WellSpring Project is a community-driven initiative that uses upstream public health efforts to promote resilience and healthy development for all people.
Challenge
The project needed a name and complete identity built from scratch. The program’s subject matter was delicate and the brand approach needed to be authentic and trustworthy. The program could be neither too lighthearted and playful or too serious and emotionally heavy.
Insight
A well-balanced illustrative design approach could strike the perfect balance between approachable and serious. Potential program participants wouldn’t respond to a brand that doesn’t reflect hope and optimism while also respecting and validating the complicated nature of emotional distress.
Solution
Metre developed the name, brand personality, and brand voice based on research. The brand utilizes illustrations and varied colors to express and effectively communicate emotional topics while easily reflecting diversity of age, gender, ability, and race. The project included a complex segmented communication strategy for a variety of demographics with unique program needs.
