From the very beginning of this project I have aimed to contrast the majority of mental health focused apps and services when thinking about brand.

The few existing digital tools for tracking mental health tend to use a patronising, colourful and almost flippant visual and textual language.  While I can understand the reasoning behind their approach, when discussing them with my participants and stakeholders, it repeatedly came up that they didn’t appear to treat the mental health issues seriously.  I wanted to flip this on its head and borrow from medical/scientific visual language to help lend legitimacy to a sometimes ‘fluffy’ issue.

Throughout the project, I have been collecting visual language relating to the pragmatism found in medicine and science.

My previous concepts/prototypes’ logos:

  • Screen Shot 2016-04-18 at 18.44.58
  • Screen Shot 2016-04-18 at 18.57.01
  • Screen Shot 2016-04-18 at 18.44.09


After my most recent round of user testing I was able to get feedback on the direction I had taken the branding so far. This helped cement requirements for my final brand.

  • “I don’t want to be looking at a brand”
    • “It shouldn’t evoke anything other than the content”
    • Stripped back and reserved.
      • Almost unbranded
  • “The simpler the better”
    • ‘Visual clutter could create further anxiety.’
  • “Blue and white pairing is calming/tranquil”
  • “It should be able to act as proof”
    • Authoritative/pragmatic


I have put together a short brand guide to allow me to design and build the final iteration of with a homogenous visual and textual tone of voice: