Pathstone Mental Health

Formerly Niagara Child and Youth Services


Although it is the biggest player in the children’s mental health sector in Niagara, NCYS had little or no profile in the community. Because of its size and reputation for high-quality staff and services, it was well-positioned to access funding to provide additional services.

Yet, because of its relatively low profile in the broader community, it needed to increase accessibility through a distinct and memorable brand.
Thrive’s mandate was to create a brand identity/logo representing the new agency name and brand positioning. Once the naming and logo had been picked, design templates for collateral in English and French.
The challenge was to create a fresh-looking logo and materials to engage existing patients and internal staff. The logo also had to be adaptable to support multiple sub-brands.
Our solution was to create a logo that was fresh and engaging, playing on the literal meaning of “pathstones” – guiding individuals who are dealing with or are affected by mental illness. Keeping the name “Pathstone” and the symbol in place, the logo is adaptable and can be updated to meet Pathstone’s ever increasing programs and offerings.We also developed a communications hierarchy to make documents easier to scan for key information.


Brand Partner
Brand Matters Inc.


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