Brand Strategy, Identity & Web — Global Mental Health
From name to live — building a global mental health brand from the ground up
Peter came to The Kreative Lab at the very beginning — before there was even a name. After nearly two decades in global mental health across the World Economic Forum, WHO, and Orygen, he was launching his own consultancy. He had a slogan, a vision, and a blank page.
We worked across the full scope: naming strategy, logo and visual identity, a custom illustration system, colour and typography, and the website — designed, built, and all graphics created in-house.
The brief
A consultancy operating at the highest levels of global health policy needs to command real credibility. The kind that earns a seat at the World Economic Forum, WHO, and the UN — not just a badge on a lanyard, but genuine authority in the room.
But BHC isn't just a consultancy built on professional credentials. Peter brings more than two decades of his own lived experience journey to this work — and that shapes everything the brand stands for. The warmth wasn't a design choice. It was a requirement. The brand had to feel like it genuinely understood what it's like to be on both sides of the work.
We leaned into the contradiction. A serif wordmark with an abstract brain logomark for authority, offset by vivid pink and a custom illustration language that is deliberately inclusive, abstract, and human.
01 — Identity
The logomark — a geometric abstraction of a brain built from overlapping forms — represents collaboration, connection, and mental health simultaneously. Paired with a serif wordmark, it signals a body that is established and authoritative in the medical and scientific space.
Colour palette
Dark navy carries weight — the colour of expertise, trust, and global policy. Vivid pink disrupts it: caring, creative, human. Bright blue bridges the two. Together they say: we belong in the room, and we're here for the people.
Dark Navy
#090C2E
Bright Blue
#4B7CC6
Pink
#D41872
Light Pink
#F0A5C0
White
#FFFFFF
02 — Website
Designed and built end-to-end — structure, content, layout, and all visual assets. Clean, accessible, and built to communicate at both an international policy level and to people seeking direct support.
03 — Illustration
No gender. No race. No fixed identity. The illustration system was designed so that anyone encountering the brand could see themselves in it — figures abstract enough to be universal, expressive enough to feel human.
Testimonial
"Really great experience here, highly recommend! Kacey was very understanding and patient, and gave very high-quality execution. Will definitely go back with further work with The Kreative Lab!"
Peter Varnum
Founder, Brain Health Collective
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