Despite major dialogue changes in recent years surrounding mental health and its crises, 6000 people in the UK still take their own lives every year according to the latest full UK figures. So the work of charity Calm remains as vital as ever.

Output wanted to help create a brand that cuts through the noise of the busy mental health conversation. The charity, whose acronym stands for Campaign Against Living Miserably, exists to prevent suicides and it hopes the brand refresh reaches more people and unites the UK against suicide. The design agency thus equipped Calm with a brand identity that visualises a recognition of the “urgency of the situation and the need for change” whilst keeping sight of the need to speak to real people about issues of mental health and suicide.

Calm hopes that through campaigns such as Project 84 and its recent Invisible Opponent ad, it can show change is possible and suicide is preventable. The organisation’s self-defined character traits are: irreverent to conventions, bullish against limitations and empathetic in action. Calm hopes its voice, through the new brand, works alongside cultural references that will realistically and genuinely resonate with people who often struggle to seek support. The charity hopes that the brand identity will therefore “continuously remind people that change is in the small things that create huge waves,” as CEO Simon Gunning mentions.

To do this – to truly reach the everyday person in an authentic voice – Output’s visual identity and the verbal identity by Reed Words aim to work together across Calm’s various touch points. A vibrant yet soft colour palette and use of real people throughout imagery, along with various styles of illustration, all seek to create a brand that is made for real people. Calm claims that it hopes to never appear clinical or stand-offish because, as Gunning claims, because it is a charity built upon “being there for everyone.”

Source: Itsnicethat.com

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