Shine is one of Ireland’s leading mental health charities, who support those with lived experience of mental illness. Since their inception as the Schizophrenia Association of Ireland in 1979, the organisation has evolved along the way. Despite an overall growth in activity and impact, Shine’s external brand awareness had plummeted, as over the years they had become known more for their successful and impactful national programmes; See Change, the Green Ribbon campaign, Headline media monitoring and the Headline Media Awards. The brief was simply to unify three separate entities and three separate websites, so that the organisation could continue to stride forward with one unified voice.
Prior to designing the new identity, we carried out multiple focus groups with key stakeholders; service users, staff from both Headline and See Change, board members and external partners. Their input massively helped focus our efforts on creating a unifying brand image that promoted the best aspects of Shine and its programmes, without alienating audiences. With this in mind, we chose to merge the three entities under the parent brand Shine, retained its striking purple & blue colouring, and incorporated a matching impactful green colour that comes to life for the annual Shine Green Ribbon Awareness Campaign.
The new Shine logo takes inspiration from its earlier versions linking to its long history of service. At its core, the lighthouse concept was retained to symbolise the continual beacon of light that radiates hope and safety. The new iteration of the logo shows five beams radiating out from a central point reflecting the person centered-ness approach to recovery that Shine adopts. The multiple rays are also suggestive of a new dawn breaking, evoking the sense of hope and optimism that Shine can, and will support people affected by mental illness.
The newly coined tagline "Support | Advocacy | Education for mental illness" summarises the comprehensive nature of the organisation’s work and its multiple functions and supports. An important piece of refreshing the Shine identity was to rename the various programmes and departments within the organisation. In addition to this, we also helped to develop a brand tone of voice that matched with Shines internal agreed language terminology, resulting in a unified cohesive expression across the entire organisation.
The refreshed brand identity was applied across corporate stationery, signage, printed promotional material, reports and presentations, events and exhibition signage, social media and graphic design templates for use in house, logo animation and the newly designed website www.shine.ie.
The web brief was to streamline and merge the content of three existing websites under one brand new shiny website. The result is a vibrant and eye catching responsive website which showcases the breadth and depth of Shine's services and impact. The site information was structured around the three pillars from the tagline "Support | Advocacy | Education" and includes a blog, fundraising and donate now facilities, multiple forms, crm integration, course booking facilities, and an awards platform.
.svg)
