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Highmark Center
for Health and Wellness.
Problem.
Many students struggle with escalating mental health challenges, yet traditional therapy often lacks timely access due to waitlists and scheduling limitations. This delays necessary intervention, potentially worsening mental health issues and impacting academic performance and overall well-being. Instant access to qualified therapists through innovative solutions can significantly improve student support, enabling timely intervention and promoting positive mental health outcomes.
Solution.
Empowering student connection and well-being: Crafted a brand and relaxation spaces designed for maximum student engagement. Building a vibrant student community: Branded experience and dedicated relaxation havens attract and energize university students. Investing in student success: Strategic branding and dedicated relaxation spaces promote a thriving and connected student body.
Outcome.
Unraveling passionate online engagement's link to Gen Z's declining resilience could boost awareness, spark solutions, and empower them, but careful research and collaboration are crucial to avoid oversimplification, stigma, and privacy concerns.
Product marketing and branding plan
Highmark Center for Health and Wellness, an initiative of CMU Student Affairs, that in opening this year.
Project was recognized by Carnegie Mellon University
about
During CMU's Integrated Product Development program, my team of designer, business experts & engineers and I tackled a real-world challenge: crafting a brand strategy for Highmark's new health & wellness center on campus. Our mission? To convince students it's their one-stop shop for well-being, highlighting its diverse facilities, convenient location, and welcoming atmosphere.
domain: ux research & strategy
type: course project
duration: 6 weeks
role: product strategist
team: 7 people
tools: surveys, interviews, literature reviews, analysis & figma
Goal state
As the integrated home to University Health Services (UHS), Counseling and Psychological Services (CaPS), wellness programs, and athletics and recreation facilities, the Highmark Center will welcome students of all types, with a focus on providing for their mental, physical, emotional, social and spiritual needs.
Wellness program
Holistic wellness programs will present students with ways to learn about self-care and self-advocacy as they develop positive habits that incorporate mindfulness, religion and spirituality, stress management, and healthy eating, exercise and sleeping routines.
Problem
One-third of young adult college students ages 18-25 are facing the challenge of mental health disorders (Pitt+me, June 2021).
Proposed brand strategy.
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