DMHS. Durham Mental Health Services. Before and After Case Study.

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Durham Mental Health Services




Health services


Verbal branding
Brand identity design
Marketing materials design and print
Brochure design
Presentation folders and inserts design
Website re-design

The Background


Durham Mental Health Services (DMHS) is an accredited charitable not-for-profit agency offering free and confidential mental health services.  It began operation in 1987 and over the past 25 years has grown into an agency with over 100 employees and which offers a range of mental health services throughout the Durham area.


The Challenge


DMHS hired New Design Group to update their brand identity to show potential clients and their families that they were well organised and offered a highly professional service to individuals and families who are living with mental health issues.


In addition DMHS wanted their visual brand to help encourage people to make donations to the organisation which would be seen as trustworthy and ethical.


The key requirements were to update the:


  • logo
  • website
  • signage
  • brochures
  • staff identification badges


The Solution


The pictorial element of the logo was changed from a map of Durham Region (often visually perceived as a schematic practical-looking building) which would not automatically relate to the services on offer,  to a softer, more caring design – one where a person is seen reaching up in a supportive pose.  The bold maroon colour of the original logo was maintained as was the easy-to-see DMHS text.


The logo and brand colour scheme was then used as the basis for further design elements.  Brochures were created with the key phrase ‘Hope is Essential’ and the new web design is not only well branded but has a modern, easy-to-navigate layout which highlights the key messages of this charitable not-for-profit agency.



DMHS old logo



Brand Identity forDMHS by New Design Group