Good Neighbor Brand Development
Opportunity
In a mental health industry known for complexity, confusion and isolation, Good Neighbor has taken a fresh new approach. They were poised for national growth, but their brand wasn’t ready. They partnered with us to position them as a force for good that positively impacts the misunderstood and marginalized.
Approach
Before Good Neighbor could communicate their brand story to their audience, they needed to define it for themselves. We worked closely with their executive leadership to conduct stakeholder interviews, collect consumer research, and identify 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, working and playing together. That’s what it means to be a Good Neighbor.
Result
• Their brand now reflects who they are—human, optimistic, and a catalyst for connection.
• The brand has successfully helped 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
