Brand & Editorial Designer
Live Loud LIVE
Team:
- Adam Lalama Creative Director
- Jennifer Gagnon RGD Art Director
- Lenore Ramirez Senior Designer
- Phil Scarano Motion Designer
The brief was unusually clear about tone. Most mental health campaigns lean on gentle language and calming visuals. These clients believed that approach lets the issue fade into the background. Mental health and addiction thrive on silence, and the brand's job was to be the opposite. As the founders put it: "No more whispering. It's time for yelling and doing."
Discovery sessions surfaced four naming directions. The clients chose Live Loud LIVE for its double meaning — a command to speak up and an aspiration for how to live. Three visual directions followed, each capturing something right but not everything. The final identity pulled the strongest element from each: an open-mouth badge logo with a lightning bolt, a bold modular wordmark, and a scrolling ticker-tape system that gave every application a sense of relentless forward energy.
Every decision ran through one question: does this make the brand louder? The palette deliberately sidesteps the blues and greens that dominate mental health communications. Live Loud LIVE reads like a concert, a movement, an entertainment institution. The ticker-tape system kept the brand visible on crowded sponsor walls without overwhelming partner logos.
The system rolled out across stage screens, signage, merchandise, and social. The earned media campaign generated 354 media hits with an estimated reach of 203 million.