Building an approachable public identity for youth support
Reach Out Seattle is a youth mental health initiative led by Mayor Harrell, bringing together 12 stakeholder groups across the city to create a network of support for teens and young adults experiencing mental and behavioral health challenges.
The City of Seattle needed a clear, unified program identity to help the initiative show up consistently across partners and community touchpoints.
They needed a brand identity that would resonate with teens and young adults without feeling patronizing, while staying approachable and hopeful with the seriousness and credibility the topic demands.
That identity also had to serve as the foundation for campaign materials, outreach, and a citywide presence across stakeholders.
Solution
We built the Reach Out Seattle visual identity starting with a logo inspired by conversation—using a talk bubble to form the “R” and “O” in a mark designed to feel approachable and trustworthy.
From there, we extended the system into brand guidelines and launch materials for community use, aligning messaging with insights from local students and multicultural mental health experts to support consistent adoption across the city.
The Results
Reach Out Seattle moved from a new initiative to a recognizable, multi-year campaign with a unified identity that stakeholders could rally around across the city.
Evolved into a multi-year campaign with its own visual identity and strong community support
Stakeholder outreach momentum included support from Boys & Girls Clubs, Parks and Rec centers, and Seahawks team members
With new funding, the city will continue building its mental health initiatives, including Reach Out Seattle
