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