Mindme neede to make AI wellbeing feel human enough to trust, clear enough to use and serious enough for the workplace
Scope of work
Campaigns
/
Branding
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Visual Identity
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Startups
/
Timeline
ongoing
Client
mindme
Year
2024
Mindme needed to stop feeling like another AI product. The work was about giving a mental health platform enough warmth, sapce and humanity to feel trusted before a user even opened the app
Mental health support needs trust before it needs features. The challenge was to give Mindme enough warmth, space and humanity to feel safe, while still keeping the clarity and confidence of a serious health tech platform.
The results
98%
Increase in investment
54%
Increase in startup value
The strategy was not to make Mindme look more advanced. It was to make it easier to trust. We kept the AI present, but pushed the brand towards care, clairty and human support, giving the platform a visual language that could speak to mental health without becoming cold, clinical or overly soft.
The approach
We treated the brand like a trust problem, not a technology one. AI could explain the platform, but it could not carry the emotional weight of mental health support. The identity had to make Mindme feel calm, human and credible before the product started listing features.
That meant reducing the coldness around the category. More space. Softer colour. Clearer language. A visual direction that felt supportive without becoming sentimental, and serious without becoming clinical