ROGER: A Modern Mental Wellness Sub-Brand

In response to feedback from all corners of the Stop Soldier Suicide community that the organization's name itself was a potential barrier to veterans seeking help, I led the creation of ROGER as a sub-brand that is more modern, more welcoming and more universal to the military community.

Working with award-winning brand agency Circus Maximus, I directed all aspects of the project from conception, to market testing, to build out, to launch.

We built ROGER to be more in line with the modern trend of humanizing health care, while also working to mitigate the aura of stigma and judgment around the word "suicide."

ROGER was an immediate success, resonating throughout the military community and outperforming the main SSS brand in a number of performance indicators related to client lead generation.

When telehealth laws returned to pre-pandemic status and forced a temporary pause of ROGER, I worked with SSS leadership to reposition ROGER from sub-brand to service offering. In the fall of 2023, this project officially became "ROGER, the wellness service of Stop Soldier Suicide."