What

Brand strategy
Brand identity
Brand Messaging
Campaign guidelines

How

Brand idea - Make it matter
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Over 420,000 young people seek help with their mental health every month but many of them don’t receive it.

YoungMinds is leading the movement to make sure young people get the mental health support they need, whenever they need it. #HelloYellow is the charity’s flagship campaign that aims to raise awareness of young people’s mental health on World Mental Health Day.

Positivity is central to the day and the design had to feel up-beat, supportive and proactive without trivialising the issue. The visual and verbal identity is purposefully punchy to increase stand out, feeling youthful and fun but carefully balanced with a thoughtful undertone.

We created a new logo with more pop to it - we modernised the speech bubble and created a bolder style with a youthful, energetic but approachable feel.

The speech bubble was then used as the graphic language to house our messaging and to create a sense of multiple conversations.  We used bright colours, bold copy, cheerful art direction and a warm, intelligent tone of voice that would encourage discussion and awareness.