BRAND REFRESH | IDENTITY | STYLE GUIDE
Healthy Mind Centre
THE SITUATION
The existing brand had done its job, but it no longer reflected who Healthy Mind Centre had become – the warmth of the culture, the breadth of the services, or the people it was there to support.
WHAT WE DID
Mental health branding has a lot of ways to go wrong. Too clinical and you lose people before they’ve walked in the door. Too soft and you undermine the professionalism that makes people feel safe. Getting that balance right – warm but not soft, professional but not clinical – was the central challenge.
I led the creative work throughout: developing the brand refresh, designing the identity, and producing the style guide. Working with the team through workshops, extensive consultation shaped the positioning line “Pathways to better.” It’s deliberately open-ended: better looks different for everyone, and the brand needed to hold that.
The logo I designed integrates brain and speech into a single symbol – two things at the core of what the Centre does – supported by typography and colour that feel approachable without being lightweight.
THE RESULT
A contemporary identity rolled out across print, digital and social, with a comprehensive style guide to keep it consistent long into the future. But perhaps more meaningfully, the rebrand gave the practitioners themselves a stronger sense of shared identity and purpose – a clearer sense of what they stood for, together. In a sector where culture and cohesion directly affect the quality of care, that’s not a soft outcome.