Branding and communications for Mental Health Awareness Week, using illustration, animation and storytelling to share the benefits of kindness for our mental health.
Challenge
In 2020, as the UK entered its first COVID-19 lockdown, the Mental Health Foundation needed a campaign for Mental Health Awareness Week that could offer reassurance during a time of uncertainty. Centred around the theme of Kindness, the challenge was to create a hopeful, engaging identity that could communicate a serious message with warmth and optimism, while working seamlessly across fundraising, education, social media and national communications.
Solution
I led the creation of a vibrant campaign identity built around playful illustration, expressive animation and a bold graphic language. Friendly characters, energetic textures and bright colours created an approachable visual world that encouraged conversation around mental health without diminishing its importance. The identity extended across an animated hero film, campaign resources, supporter packs, reports and digital content, creating a cohesive system that could be adapted across every touchpoint.
Result
Launched at the height of the pandemic, the campaign became the public face of Mental Health Awareness Week 2020 and formed part of the UK Government's official COVID-19 mental health response. By combining positivity with purpose, the identity helped millions engage with the campaign and demonstrated how playful and original design can provide comfort, connection and hope when people need it most.
