Grae Matta Foundation Rebrand

The Challenge

Grae Matta Foundation is dedicated to improving access to mental health support across higher education and workplaces, with the ambitious goal of creating mental health standards that ensure timely, universal access to quality support services. 

Their audience includes:

• Institutions and employers
• Policy makers and standards bodies
• Students and workers needing support

The core challenge: The current logo was not accessable or impactful. We needed improve the current identity that focused on articulating a policy and research-oriented mission in a way that builds emotional trust, manages sensitive mental health contexts and motivates stakeholders with different priorities.

Strategic Approach

Using the Brandiq™ + Mar.kology™ mindset, the branding approach emphasizes:

• Human impact stories over abstract policy language
• Research-anchored authority paired with real consequences
• Accessibility and clarity for non-expert audiences

Foundational messaging focuses on:

“Creating mental health standards so support is available the moment someone needs it.”

This reframes what could be dry policy work into a lifeline narrative.

Audience & Brand Signals

Mental health messaging carries inherent emotional weight. People in need:

• Seek validation and safety
• Avoid ambiguous or academic language
• Respond to purpose-driven clarity

The brand positioning reinforces:

• Urgency — waiting for help can cost lives
• Systemic change — not just lip service or awareness
• Evidence + humanity — research with real-world impact

Grae Matta’s narrative bridges evidence-based authority and shared human experience, aligning with Mar.kology™ principles of trust through clarity and emotion.

Messaging Anchors

Key messaging themes include:

• Access the moment it’s needed
• Standards that protect individuals before crisis
• Institutional accountability + compassion

This creates psychological security for:

• Individuals seeking help
• Organizations needing guidance
• Partners interested in measurable change

Strategic outcomes from this lens include:

• Research communication that connects data with lived experience
• Calls to action that prioritize impact over process
• Narrative that integrates policy advocacy with mental health urgency

This positions the foundation as:

A trusted authority backed by research and a compassionate force for change.