Orygen

Orygen is the world’s leading research and knowledge centre for youth mental health. In order to reach more young people, more effectively, Orygen needed to unify their two existing organisations – The National Centre of Excellence in Youth Mental Health and Orygen Youth Health. Their vision was to transform youth mental health support by bringing together specialist and enhanced primary care systems into the one seamless model to ensure that the needs of patients and their families were met. A unified organisation inside and out would not only help to drive brand awareness, clarity and impact, but would reinvigorate Orygen’s employees, helping to build a stronger culture of passionate and pioneering clinicians, researchers, educators and advocates. This was an opportunity to create a world-class brand to match Orygen’s world-class approach and services.

Noisy, competitive and at times under-resourced, the sector is facing increasing pressure to design and deliver services. Rather than inspiring a movement, Orygen would lead a revolution. We captured this energy, ambition and passion through a future-proof brand with the central idea of ‘never settle’. We developed a brand identity system that captured the semicolon motif and supported it with arresting portraiture photography to capture people in an honest and raw way, all the while respecting their journey with all its ups and downs. In embarking on this brand transformation through unification, Orygen brought the organisation together in one physical space. Since the brand launched, visitors to the Orygen website increased more than 200% from the previous year.