Branding for Mindsum Organization as the all-in-one place to find the right mental health support

  • Gabriela Gurgui

We helped Mindsum UK Organization with their new platform by creating a brand & website from scratch. The project was done within 7 weeks by collaborating directly with the Organization's team, during the Design Sprint workshops. We tested the website's efficiency with people from their audience (parents & therapists) and implemented the things that they needed the most to understand how and why they should use the Mindsum platform.

Mental healthcare for people, not for profit

Mindsum is a non-profit organization that uses technology to bring the right information and support for the mental health of children and young people. They do this by providing the right information, giving access to the right therapists, and dedicating all their profits towards funding therapy for those who cannot afford to pay.

Gaining trust and positioning as a leader

The most challenging part was to understand and incorporate the things that the audience needed to trust Mindsum. The other part was to position them as a leader among their well-known competitors. Their audience is mostly made of two groups, the young people and their parents, and the therapists. We needed to talk to all of them differently, but at the same time in the same way.

Focusing on the reason they exist to gain trust and differentiate

The most common question, no matter if it was a parent or a therapist when we did user testing was “Why? What’s the catch? Why would you do all of this for free?”. It was clear the messaging was very important, and also the way sections were organized to tell their story along with the help of the images or illustrations. We focused a lot on the fact that they are a non-profit organization that donates their profits to those who can’t afford to pay, and also on the fact that their team is actually a part of the audience, and that they know what it is like to not have access to the right mental health support or to not know where to learn more about anything that’s needed.