Ending mental health discrimination
Client: See Me Scotland
Role: Brand identity, UI
I worked closely with See Me to redesign and launch their new identity, including the redevelopment of their website and a relaunch strategy to help them create an inspirational ‘movement for change’ to end mental health discrimination across Scotland.
The challenge
While mental health is serious subject, there was a strong desire to move away from the stereotypical ‘depressive’ images we see in the media. We wanted to inject quite a bit of energy, movement and positivity into the visual identity.
The new marque comprises a set of ‘movers and shakers’, symbolising the act of people coming together to speak up and speak out against mental health discrimination.
The movers and shakers helped create a uniquely own-able identity that can flex across many different applications such as animation, experiential, print and online.
People like you
‘People like you’ was the the theme of the relaunch campaign - a rallying call to the people of Scotland and beyond, empowering them to start having open and honest conversations about mental health. We recognised that every interaction with the brand should build a relationship and inspire their audience to ‘join the movement’ for change.
Website
The website had to speak to the masses while at the same time feel tailored to each user’s perspective. Following user research and UX planning we established and helped educate the client that the most informative way to display content was according to their users’ needs. This included an audience type selector tool, popular links features, clearly labelled call to actions and signposting services for those who needed urgent help.
Results
Although a colourful and cheerful brand, See Me has a serious purpose - to end mental health stigma and discrimination. We’ve seen great success with massive increases across the board through their social channels and over 2,000 new supporters (and counting) have joined their movement.