Real Crisis Center
Rebranding and Brand Sustainment
Years:
2021-2023
My Role:
Creative Director
Categories:
Branding, Digital, Print, Video
REAL Crisis Center (RCC) is a call center that has managed suicide crisis calls for nearly 30 years. When RCC was selected to spearhead the rollout of the national 988 suicide crisis hotline in North Carolina, they had a sudden and immediate need for unified branding, a strong digital presence, and full suite of marketing materials. RCC's mission was one that resonated deeply for both me and my team, and our experience in healthcare and counseling services positioned us perfectly to tackle the rapid rollout of their project lists.
1. Brand Development
From the beginning of our work, I believed strongly that people needed to be the front-and-center focus of RCC's brand from start to finish. I led my team in iterative designs that featured people as the primary focal point. Out of those iterations, we were thrilled to offer RCC a logo that featured a radiant individual at the center of their efforts.
2. Website and Digital Presence
RCC's deployment ahead of the national 988 rollout required the rapid creation and launch of a website and all manner of digital assets, including social media content and digital ads. Maintaining our focus on human elements, I led our digital team in the creation of a web platform that focuses on people meeting their crises head on, while the content developed for social channels was intentionally designed to be a little more empathetic. The idea here being that people who visit the website are proactively seeking help and can be given more uplifting imagery to greet them, and people who are served content on social or ads are likely served that content passively and might prefer to see imagery that better aligns with someone in need of help.
3. Traditional Media, Print, and Signage
With the large branding lifts complete, we were tasked with leading the ground campaign that brought RCC's message out into the world. Our media budget included printed collateral, billboards, and direct mail, while the task of updating the organization's branding took place on a parallel path. By the time traditional and digital ads were running, the branding rollout was complete and ready to receive the new influx of 988 call traffic.
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