Putting kindness at the heart of mental health support.

Roots that go back to the '80s

For over forty years, WCL Mind has provided mental health support across West Central London. But after becoming fully independent from the Mind federation, the organisation had an opportunity to define a new future.

In this new guise, they needed a new brand strategy, name, visual and verbal identity. Our challenge was to create a modern brand from scratch that stood out in the sector and felt relevant for service users and funders alike.
 

A brand built for today’s mental health landscape

Hooked on the cultural truth that the current one-size-fits-all mental health system is not fit for our population, our strategy recognised the outdated and overwhelmed nature of the sector.

Society's shifting attitudes, escalating demands and deepening inequalities are placing immense strain on the system, leaving countless people unable to access the support they need, when they need it.

The new brand needed to be everything the system isn't. Steering clear of bias and discrimination, moving with society's shifting attitudes, and listening to underrepresented people. One that recognises the complexity of mental health by channelling decades of experience into the future.
 

Becoming Allkind

From this strategic foundation, we established a clear vision: a future where nobody faces a mental health challenge alone. Supported by a mission to provide mental health support that listens to what you need, to help you live the life you deserve.

We distilled this into four actionable, energising brand values: Make way for everyone. Be the anchor. Create lasting connections. Grow with purpose.

Together, these shaped the proposition: Commitment to care. Courage to change. Bringing together forty years of community-first care with the confidence to challenge how mental health support is delivered today, and putting kindness at the heart of mental health support.
 

Connecting all kinds of people

We approached the project with the aim of making it for everyone. An identity that resonated with each of their service users, while welcoming those discovering Allkind for the first time as a new charity.

We carved out a relatively underused colour palette within the mental health space to build some instant brand recognition, pairing it with a chunky, soft-serif typeface to bring warmth and comfort through.

The logo was born from a desire to show all kinds of people in the simplest ways possible, a circular repetition of individual characters that build to a connected, welcoming circle.

Where the identity fully comes to life is through illustration. We developed a broad library that captured all elements of their service offering, plus moments of education, empathy, support and play with a diverse cast of characters. Joyful, colourful and energetic, these form the visual backbone to the identity.
 

Portraits of Allkind 

Rather than explaining Allkind through services or statistics, we created a launch film that allowed audiences to meet the people at the heart of the organisation first. The film opens with a series of portraits, each paired with testimonials from people Allkind has supported, before moving through community spaces, creative workshops and moments of connection.

Shot with a natural, observational approach, genuine interactions lead the story throughout. Reflecting the brand's commitment to care and courage to change, the film captures the warmth, openness and connection that underpin Allkind's new identity.