ThriveNYC
Shattering Mental Health Stigmas
ThriveNYC was a major citywide initiative aimed at changing how New Yorkers understand and discuss mental health. DCF's challenge was to translate this ambitious public health mission into a compelling, recognizable brand that could challenge stigma, inspire hope, and connect with diverse communities. Our strategy centered on authentic storytelling to make the initiative's mission relatable and meaningful.
MEDIA: TV/Video | Radio | Print | Digital | Social Media | Collateral
LANGUAGES: English | Spanish | Mandarin | Cantonese | Russian | Korean | French | Haitian Creole | Italian | Yiddish | Arabic | Bengali | Polish | Urdu
The Challenge & Strategy
DCF developed a cohesive visual identity and brand narrative that positioned ThriveNYC as an approachable, trusted voice for mental health awareness. Personal stories from individuals sharing their struggles and journeys toward recovery became a defining element of the brand, reinforcing messages of hope, understanding, and empowerment.
Brand Identity & Development
DCF established a consistent visual and messaging approach that brought the brand's mission to life across all communications. Coordinated imagery, typography, graphic elements, and messaging helped reinforce a unified identity while maintaining an authentic, relatable voice.
Brand Guidelines & Standards
DCF extended the brand across multiple media channels through a public awareness campaign, “Today I Thrive,” featuring personal testimonials and compelling creative. Consistent branding and storytelling established a recognizable public presence, encouraged open conversations about mental health, and reinforced ThriveNYC's mission of reducing stigma and promoting recovery.
Integrated Campaign & Brand Rollout
Building on the ThriveNYC initiative, DCF subsequently developed the naming, logo, and brand identity for NYC Well, a 24/7 mental health helpline offering free, confidential support to New Yorkers. Born out of ThriveNYC's broader mission to make mental health care more accessible, NYC Well established a distinct yet complementary identity designed to connect people directly with counseling, crisis intervention, and referrals.
DCF created the recognizable talk bubble logo and signature tagline, "Talk. Text. Chat.", using approachable design and clear, welcoming messaging to reinforce accessibility and trust. The identity became the foundation for multiple public awareness campaigns, extending the initiative's reach and establishing NYC Well as a recognizable resource for mental health support across diverse communities.
Extending the Brand: NYC Well
NYC Well
Building a Talk. Text. Chat. Mental Health Helpline for All New Yorkers
MEDIA: TV/Video | Print | Digital | Social Media | Collateral
LANGUAGES: English | Spanish | Mandarin | Cantonese
