Project Overview
Build a full brand and campaign for a mental health platform made for men who have never used one. The category had been built in their absence: soft colors, gentle prompts, language borrowed from therapy circles they were never invited into. The work had to create an identity and a campaign men would actually stop for, without a single pastel or wellness cliche.
Process
We built the brand around one idea the name already carries: groundwork, the structural work done below the surface before anything can stand on top of it. A locked system followed: Telegraf for the wordmark and headlines, a deep clay and off-white palette, and a dark, cinematic art direction shot like a product ad, not a mental health ad. From there came the campaign concept, AI-generated key visuals, and copy across out-of-home, digital, broadcast, and app store, with the behavioral science kept honest throughout: evidence-based CBT and behavioral activation, 10 minutes a day.
Final Results
A complete, ownable brand system and a campaign concept that holds across every format, built to get men to the door who have never once searched for a mental health app.
Type
Men's Mental Health Platform
Services:
Concepting
Branding
Production Timeline:
02 weeks
Commercial
Strategy Star
AI Generation
