Zenith Mental Health is a new and innovative facility dedicated to providing mental health services. As they moved toward their opening day, it was critical to establish a strong, unified, and impactful brand presence across their digital channels.
Launching a new mental health facility presented Zenith Mental Health with the challenge of building a robust and recognizable brand from the ground up on social media. This required developing a distinct aesthetic and tone that resonated with their mission and target audience, while also ensuring comprehensive stakeholder alignment on the overall social media strategy and brand positioning.
The need was to create a cohesive digital identity that would effectively introduce Zenith to its prospective clients and the broader community.
Glasshouse Agency was entrusted with the pivotal role of developing the comprehensive social media strategy and securing crucial stakeholder alignment to meticulously craft Zenith’s brand position across all social media platforms — and bring that strategy to life.
The strategy was meticulously designed, drawing inspiration from the concept of “Zenith” itself—”the point in the sky or celestial sphere directly above an observer”. This concept aligned seamlessly with Zenith’s mission to meet clients at their current point and guide them towards healing and light.
The detailed ‘Zenith Social Media Design Deck’ served as the cornerstone for stakeholder alignment, presenting a clear visual and strategic direction:
The strategy precisely defined the target audience as all genders, specifically young adults and young working professionals.
The strategy outlined core content themes, including Inclusive Wellness & Identity, Empowerment & Resilience, Trauma-Informed Innovation, and Community & Trends (as detailed in the previous strategy document).
A clear posting schedule was set: 2-3 times per week for Meta platforms (Facebook/Instagram) and 1-2 times per week for LinkedIn.
The desired look, feel, & aesthetic were established as Stylized, Clean, Bold, Themed, Eye-catching, Modern, & Trendy. This was achieved by leaning into Space/Astronomy imagery, utilizing a black & white palette with strategic pops of color, & emphasizing light imagery like stars as a focal point.
Comprehensive plans were developed for key social media platforms including Facebook, Instagram, and LinkedIn.
Focused on original content, brand awareness, community building, content variety, social proof, client/alumni support, and company news.
Emphasized original content through static posts, reels, and stories (with highlights), visual storytelling, brand awareness, reach, engagement, and company updates.
Geared towards professional networking, industry insights, brand visibility, employee advocacy, and sharing relevant business/industry news.
Through the meticulous development and successful alignment, Glasshouse Agency established a clear, coherent, and actionable social media brand strategy for Zenith Mental Health.
This foundational work provided Zenith with a distinct and professional digital identity from its inception, ensuring consistent messaging and a compelling visual presence across platforms. The result is a robust framework ready to effectively engage Zenith’s target audience and amplify its mission in the behavioral healthcare landscape.
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