Frost* brands counselling service, QLife

Published:  April 29, 2014

Frost* have created a new brand identity and launched an advertising campaign for a national telephone counselling service, QLife, which focuses on early intervention for mental health issues experienced by Lesbian, Gay, Bisexual, Transgender and Intersex (LGBTI) Australians.

Through the logo, Frost* explains that it aimed to create a beacon, a “real heart connection” that brings Queer—a word that the LGBTI community have reclaimed and are proud of—to the forefront of what QLife is and strives to do. By making the letter Q the hero, the direction and aims of the service are made front and centre. “The mark can be used to house photography, pattern and colour, in a way that embraces the diversity of the community and feels vibrant, bold and positive,” explained the studio.

“Mental health and wellbeing is a real issue for LGBTI people and services to support this community, especially young or isolated people and those just coming out, are critically important” said, Ross Jacobs, National Clinical Director at QLife. “The brand and campaign work from Frost* has given us strong, cohesive, single-minded platform to reach people with our message of support.”

The agency also added the strapline “Talk it Out”, developed as both an embodiment of QLife’s purpose and an opportunity for QLife to take ownership of the word ‘out’ — a reference to the positive goal of being open with your sexuality and comfortable with yourself.

To branding included an integrated advertising campaign comprising of cinema, radio, print, digital and outdoor executions, focusing on the concept of ‘inner voices’, using stream of consciousness dialogue of real stories to demonstrate the situations when QLife can help, and what it means to “Talk it Out” .

“We believe that design has the power to transform lives in a positive way,” said Vince Frost, founder and Executive Creative Director of Frost*. “We’ve been working for some time in this space and tone is very important here. QLife offers a vital service to a community of people that can find themselves incredibly vulnerable at certain periods in their lives. We hope this brand and campaign will work hard will deliver this message to the people who need to hear it most”.

The work was commissioned by Twenty10 on behalf of The National LGBTI Health Alliance.

Leave a Reply

Your email address will not be published. Required fields are marked *