A modern approach to high-acuity support

Project: Virgil Branding
Date: 2021

Role: Head of Brand

Deliverables:
Research, Concept, Srategy, Naming, Visual Identity, Copywriting, Campaign Content, Website Design

The Challenge

A high-acuity virtual mental health company needed a clear and trustworthy brand to translate a complex care model into something consumer friendly.

I defined the brand from concept to national rollout, shaping the identity, voice and experience through each stage of growth.

Naming

Why Virgil?

Virgil was an ancient Roman poet, a trusted guide, and a wise protector. He was a symbol of hope in his time.

This inspiring story was the anchor of our brand purpose. Like Virgil, we guide people through a difficult mental health journey toward a better, healthier, happier future.

Brand Strategy

Theme 1: Overwhelm

Insight: The client often arrives at a point of emotional exhaustion. They feel stuck, uncertain, and unsure of the first step toward improvement. Research consistently highlighted a sense of paralysis and fear of choosing the wrong path.

Approach: Position the brand as a steady guide. Across design, language, and digital touchpoints, the brand needed to instill trust, simplify decisions, and create a sense of forward motion.

Theme 2: Stigma

Insight: Although the conversation around mental health has progressed significantly, many still feel apprehensive about seeking support. The landscape is crowded, and most brands show up with similar messages and tones.

Approach: Make care feel ordinary, relatable, and socially acceptable. By focusing on warmth, clarity, and human connection, the brand showed up as a supportive presence rather than a clinical institution.