The power of positive

Melior Positive Behaviour Support 

Client Peoplekind Group
Industry Community + Not for Profit / Health + Wellbeing

One of our favourite creative pursuits is name creation. This project forms one of a number that we were involved in during the expansion and restructuring phase of the Nulsen Group. We were asked to create a new name, brand and strategy for their new positive behaviour support company, based on operant learning theory, person-centred values and community inclusion.

The company's ultimate aim is to improve quality of life. We were to position them as industry leaders and do it in a way that exuded a credible yet friendly, approachable vibe. Their broad market includes families of people with disabilities with complex behaviours of concern, government agencies, schools, NGO’s and other service providers. 

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'Melior' was the name chosen that fit the bill, speaking directly to the concept of betterment. The Melior brandmark conveys a warm, positive personality that emphasises the human element of this support service through custom hand-drawn typography and lower-case letterforms. Using a continual line, the mark speaks of the path or journey towards amelioration and the inter-connectedness of things. We expanded on this for graphic treatments, to enhance the warmth of the positive human energy in imagery.

Another key element developed was a series of illustrations depicting everyday situations where the opportunities for positive behaviour support can occur. Consistent use of the fresh, colourful yet gentle Melior colour palette creates a harmonious and recognisable theme.

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Scope

Naming
Branding & Strategy
Brand Guide
Promotion
Illustration

Objectives met

Name creation that encapsulates the energy and purpose of the company.

Position the company as industry leaders with the best team of experts in the field.

Create a friendly, approachable yet credible brand, adaptable for in-house roll out and works to accessibility guidelines.