The following manual was a part of a marketing campaign for Mental Wealth Durham to promote positive mental health and wellbeing in Durham University. The focus of the campaign will be to contribute to the student community by educating students about mental health problem and encouraging them to seek help when needed. The target market was identified as international male postgraduate students of diverse ethnic, geographic, cultural, professional and educational backgrounds.
The brand identity of the campaign is ‘Switch’. The fact that the word ‘switch’ is monosyllabic increases its likeness and makes it easier for the individual to recognize and remember. Additionally the logo, the switch component of an electric circuit has semantic knowledge and can be associated with change, the goal of the campaign. Furthermore, the familiarity of the electric circuit among men across cultures makes the brand name easier to recall. Considering the similarities of color connotations across cultures for blue and white (positive feelings) and black (masculinity and power) these colors will be utilized.
The brand identity of the campaign is ‘Switch’. The fact that the word ‘switch’ is monosyllabic increases its likeness and makes it easier for the individual to recognize and remember. Additionally the logo, the switch component of an electric circuit has semantic knowledge and can be associated with change, the goal of the campaign. Furthermore, the familiarity of the electric circuit among men across cultures makes the brand name easier to recall. Considering the similarities of color connotations across cultures for blue and white (positive feelings) and black (masculinity and power) these colors will be utilized.
