We created belief...

There are an estimated 9 million people in the UK with mental health needs who are not being treated. The country has seen a 44% increase in NHS referrals and a 13% resignation rate of mental health staff within the same period. Whilst online counselling services are starting to proliferate, there is no credible large-scale option to get face to face help and no answer as to how to attract more people into the profession.

Working with a team of mental health professionals and entrepreneurs, we helped address this crisis by helping create the UK’s first branded high street clinic, designed to be rolled out at scale. We identified that focusing on accessibility and the efficacy of the treatments would promote most interest with both potential customers and talent. The proposition we built the brand around was ‘making mental healthcare easier’.

Once the name ‘Towards’ was agreed, we developed the logo to reference a well-known consultative 5-point process, widely adopted in treating mental health isuess. We also wanted the logo to reflect a sense of progress, of going towards a solution. In its development, we looked to own a colour that could stand out on the British high street in its own right and be distinctive from the typical blues and greens of health brands. Orange was selected.

In exploring and refining the look and feel, our creative ambition was to be bold, to bring energy and to be grounded. We explored its application across core office assets, shop fronts and interiors, digital marketing materials, the mobile experience, website, out of home and print ads, recruitment campaigns and more.

We wrapped the whole lot up in a set of comprehensive guidelines, providing a clear foundation for the brand moving forward.

The first clinic has opened in Leeds city centre in summer 2025 and is soon to be followed by a wave of launches across the rest of the country.