Mental health and well-being have a profound impact on people, particularly the younger generation, with one in four experiencing mental health issues at some point in their lives. COVID-19 has further exacerbated this situation. In response, the Mental Health Initiative (MHI) has developed a brand called Being, specifically designed to address the mental health and well-being of young people worldwide. It believes in active collaboration with young people, valuing their input and ideas to effectively address the unique challenges they face, to be able to provide the solutions they truly need. The brand is on a mission to eliminate the stigma associated with mental health conditions and address this pervasive public health crisis.

The fluidity of our mental states helps inform the identity, which centres on the distinctive logotype ‘Being_’. It reflects our neutral state and proffers a space to encourage young people to express their thoughts and feelings. The logotype is infinitely adaptable for messaging and embodies the vast range of emotions of the human condition. Candid statements throughout brand communications encourage open and honest discussions about mental health.

The primary typeface GT Ultra is an unconventional typeface that dances between the worlds of sans and serifs. Its versatility not only reinforces the core idea of the dynamic nature of our minds but also strikes a unique balance between discrete and playful characteristics. Our aim is for the brand to instil a sense of optimism and hope whilst addressing the serious issues surrounding mental health. The bright orange dot highlighted in the character ‘i’ is a nod to self and conveys the present state of mind.

The brand’s genuine intention is to create a safe environment where young people can connect, share their experiences, initiate conversations, and openly discuss their mental health issues. By doing so, Being aims to bring about a cultural shift that empowers young people, equipping them with the necessary tools to navigate their world while embracing their mental health conditions.



Mental Health Initiative

What we did

Brand strategy

Visual identity

Motion design