London Mind Collective

Role

Lead brand and digital designer

Brand strategy and positioning

Brand story and messaging

Low carbon website design

Brand guidelines

Webflow development

Marketing materials

Mental health affects 1 in 4 people globally, yet stigma and lack of access prevent many from seeking the help they need. London Mind Collective, a startup founded by three NHS colleagues who witnessed this struggle firsthand, was created to change that. Their goal: to create a safe, inclusive and non-clinical space where people can truly thrive.

But to cut through a crowded and often impersonal mental health space, they needed more than just a name. They needed a brand identity and online presence that reflected their warmth, authenticity and deep compassion.

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The Process

We began by defining the core of the brand - why they do what they do. Through collaborative workshops we uncovered their values, audience needs and the emotional space they wanted to occupy: approachable, human and hopeful.

From there, I developed a strategic foundation including:

Brand voice and tone: supportive, calm and empowering
Visual personality: soft, grounded and welcoming
Key differentiator: moving away from sterile, clinical branding and toward something deeply personal

At the heart of the brand, I crafted the tagline “A space to thrive.” This message captured not only what the Collective offers, but how it makes people feel. It set them apart from more institutional competitors, resonating with people looking for genuine human connection.

The identity uses a soothing colour palette and fluid design elements to create a sense of peace and safety. These cues carried through to the low-carbon website I designed - lightweight, intuitive and built to reflect the Collective’s ethos. Clear calls to action and a thoughtfully structured contact form make it easy for users to take the next step toward getting help.

The new brand not only aligned with their mission but also gave them the confidence and clarity to expand their reach and deepen their impact within the community.

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The Results

A distinctive brand identity that instantly communicates compassion and credibility
A user-friendly website that’s welcoming, accessible and aligned with their values
Increased trust and visibility in a competitive mental health landscape
Positive feedback from users, who described the site as “calming” and “easy to navigate”

London Mind Collective is now positioned as more than just a service, it’s a sanctuary. And most importantly, it’s helping more people feel seen, heard and supported on their mental health journeys.