Flourish Wellbeing

Designing a new brand and image for Flourish Wellbeing - 2023 Co-Innovate Best Collaborative Design Awards

Role

Brand Designer

Industry

Health & Wellbeing

Duration

6 Months

The Brief

The goal was to rebrand Flourish Well, a mental health and recovery training organisation, by creating a new brand identity that better reflects the company’s compassionate and empowering mission. The goal was to increase client engagement, retention, and recognisability through visual transformation.

Project Planning

Research:

In-depth analysis of mental health challenges, colour psychology, and competitive brand aesthetics (Headspace, Mind, MHC).

Design Goals:

Reimagine the logo to express care, simplicity, and professionalism.
Develop a vibrant, psychologically relevant colour palette (blue, green, yellow, violet, orange).
Select accessible and friendly typography to evoke warmth and confidence.

Milestones:

Colour theory development
logo design
corporate brand assets
creation of a full brand style guide.

Deliverables:

New brand logo with scalable variations
Business card, promotional assets, and digital mockups
Comprehensive brand style guide

The Design Process

Milestone 1: Colour Theory

I explored colour psychology relevant to mental health, selecting a palette of turquoise, green, blue, and orange. These colours were chosen to evoke calm, optimism, and trust. Gradient variations were also developed. This formed the emotional foundation of the brand and influenced all later visual elements and applications.

Milestone 2: Logo Design

The logo design process began with digital sketches and multiple iterations focused on balance and simplicity. I retained the floral concept from the original branding and refined it with modern shapes and colours. Typography was carefully chosen, and final versions were tested for clarity, scale, and brand alignment.

Milestone 3: Corporate Branding

I applied the refreshed branding across corporate assets: business cards, letters, billboards, banners, and promotional items. Designs maintained consistency in colour and tone, aiming to elevate professionalism and increase brand recognition. Visual hierarchy, audience interaction, and first impressions were key considerations in this stage of application and presentation.

Milestone 4: Style Guide

The final milestone delivered a comprehensive brand guideline document. It detailed the brand’s slogan, core values, colour codes, fonts, logo usage, spacing rules, and social media templates. This ensures consistency across all platforms and touchpoints, giving the company a lasting, scalable identity ready for both digital and print environments.

The Outcome

At the end of the project, I felt proud of the final outcome and how closely it aligned with my initial vision. The client was genuinely pleased with the refreshed branding, noting its improved clarity, warmth, and professionalism. The positive feedback reinforced the effectiveness of my design decisions. The project was recognised for its creativity and impact, winning an award for Best Branding Strategy, which affirmed the value of thoughtful design in real-world, client-focused applications.