Here2Help: Listening Changed the Brand

Baltimore’s Crisis, Information, and Referral Line handled more than 40,000 calls a year, yet Behavioral Health System Baltimore believed it was underused relative to the community’s needs. The brief was to help more residents recognize the service, trust it, and feel comfortable reaching out.

In fall 2019, Hatcher and its research partner conducted two focus groups with Baltimore residents who had lived experience of mental illness or substance use disorders. For people managing near-constant stress, the word “crisis” did not offer a clear threshold for seeking help. Peer support specialists reinforced what we heard: people wanted a friendly, supportive conversation. The brand needed to make that first conversation feel possible.

Listening directly to people with lived experience changed how I approached the design. It made the responsibility of the work very real: every word and visual choice could help someone feel welcome or give them another reason to hesitate. As Creative Director, I helped turn those insights into the creative direction and worked alongside the team on logo ideation and campaign graphics. We developed an energetic, hopeful visual language with an approachable invitation: “Need help? Let’s talk.”

Stakeholder workshops and collaborative concept development led to the Here2Help Hotline name, a new logo, and messaging centered on confidential advice and emotional support. Purple and orange, prominent contact information, and human imagery gave the campaign a recognizable presence. Digital ads, transit placements, postcards, and multilingual materials carried the same invitation across everyday settings.

Creative Direction. Hands-on contributions included logo ideation and development of campaign graphics.

Designer: Khanh Pham. Created with Hatcher’s research, strategy, communications, and digital teams, in collaboration with Behavioral Health System Baltimore, its research partner, peer support specialists, and community members with lived experience.

In July 2022, Here2Help transitioned into the 988 crisis response system. That later milestone belongs to BHSB, its service providers, and the wider public health partnership. I’m proud that our earlier work helped make the service more visible and approachable. The artwork shown here documents the original Here2Help campaign and its former phone number.