Mental Health America

Brand + CreativeMessage DevelopmentIntegrated Marketing + Comms
Written By Kristine Neil

Building capacity for the nation’s leading nonprofit dedicated to mental health services, education, policy, and research.

Following 114 years of impact in mental health services, education, policy, and research, Mental Health America engaged Mission Partners to increase consistency across its brand and messaging, lead communications planning for the organization’s milestone moments, and publicly position its President and CEO as the newest leader of Mental Health America.  

Informed by research, Mission Partners updated Mental Health America’s messaging and visual brand, and incorporated the new messaging and brand on Mental Health America’s website and within a style guide. The refreshed brand acted as a foundation for the organization’s spring communications strategy and activation plan. The plan included key priorities throughout Mental Health Awareness Month and during Mental Health America’s annual conference, as well as thought leadership opportunities for Mental Health America’s President and CEO.  

As Mental Health America team members focused their energy on the most pressing mental health matters of our time, Mission Partners added capacity by serving as an extension of the Mental Health America communications team. 

Kristine Neil

Fractional Web Partner

I'm Kristine Neil - a communications strategist who has spent 20+ years designing websites, first running a full-scale design and marketing agency, and now leading my own studio. I've been the creative director managing the work, the coder quietly fixing what others couldn't, and the strategist in the room asking why before how. Somewhere between the MBA and the other degrees, I decided web design was just one tool in a much bigger toolbox - the real work is figuring out what you're trying to say, who needs to hear it, and what's getting in the way. A website is just where all of that comes to life.

I mostly build on Squarespace, and after years deep in the platform I know how far it can go and when to push past its limits. These days, I'm especially drawn to working as a fractional partner - getting to know an organization over time and helping with whatever moves them forward, whether that's a full redesign, an ongoing hand with content and strategy, or just being the person who knows their site best. I write here about AI, UX, eCommerce, web strategy, and making the complex feel a little more human.

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