NDSD
Info
Full visual identity for NDSD, Alberta's free depression-screening program — a warm, human system for a sensitive topic.
Year
2024
Client
Calgary Counselling Centre
Services
Brand identity · Illustration · Campaign design
Live site
the design process
Challenge
NDSD is a depression-screening program running across Alberta. It had an important mission but no real identity — no logo, no visual language, and a topic most people find heavy and easy to avoid. The brand had to invite people in, not push them away.
Insight
Mental health communication fails when it looks clinical or dramatic. The way to lower the barrier was warmth: a friendly, approachable visual world where taking a screening test feels like a normal, safe step — not a medical event.
Answer
I developed the full visual identity from zero — logo, vector graphics, brand style guide, and all print and digital touchpoints used across the province. The center of the system is Quotie, a mascot character that gives the program a human, friendly face. The identity ran across social media, animated infographics, and print campaigns.
the design process
Outcome
Inquiries grew 22% year over year. Campaigns reached 30,000+ people across Alberta, with video content earning two to three times higher engagement than static posts.
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