Strategic brand refresh

In 2025 Mental Health UK approached us with a challenge: help the team articulate their work and vision clearly ahead of the launch of an ambitious new corporate strategy. Mental Health UK is a standalone charity in its own right, but with close links to its four founding organisations in England, Wales, Scotland and Northern Ireland. Our brief was to define Mental Health UK’s brand and unique offer to corporate partners, donors, service users and supporters across the country.

We moved quickly to map and interview representatives from key stakeholder and audience groups to understand how the charity was currently perceived. Using these insights, we ran a series of hands-on workshops and feedback sessions with staff and trustees to explore where Mental Health UK’s voice and work was most needed, by who.

We presented an updated brand framework that clarified Mental Health UK’s role and offer alongside its founding charities, rising confidently to the challenges facing the mental health sector in 2025. Thanks to our process of staff and stakeholder engagement, it was received enthusiastically across all teams and quickly implemented.