Good Neighbor Brand Development

Design, Creative Direction, Brand Strategy, Brand Standards, Copywriting

Opportunity

In a mental health industry known for complexity, confusion and isolation, Good Neighbor brings a new way of doing things. They asked us to position them as a force for good determined to reach the misunderstood and marginalized.

Approach

Good Neighbor was poised for national growth, but their brand wasn’t ready. Before they could tell others who they are, they needed to define it for themselves. We worked closely with executive leadership throughout the discovery phase-conducting stakeholder interviews, consumer research, and identifying cultural and industry trends. Together, we uncovered an industry-shifting insight: people with mental or developmental differences belong with us, not away from us. People belong with people. Living together. Working together. Playing together. And Good Neighbor will be with you the whole way.

Result

Good Neighbor has a brand that reflects who they are: human, optimistic and a catalyst for connection. The brand serves as a guiding light for how to elevate the individual over the institution.

They engaged our team in every part of their process with clarity and intention, resulting in a brand that is true and authentic to who we are.
We are incredibly grateful for our partnership and experience with the Baas team!

— Ly Hayes

Operations Director, Good Neighbor