‘Soutyn’ comes from the French word ‘Soutenir’ which means ‘to support’. This France based NGO aims to make mental health accessible to everyone regardless of age, gender, income, class and across all boundaries. The idea is to communicate to people who are going through mental health issues to get help. Since it’s often daunting to gain help independently, Soutyn aims to encourage people to benefit from support which is always available. They also strive to inform people in power about the seriousness of mental health issues so that they prioritise making therapy accessible. It is important for them to set up viable mechanisms to aid people getting help, regardless of their financial situation.

Brand Mission: To make mental health accessible to everyone – regardless of age, gender, income, class – across all boundaries.

Brand Vision: 1) To encourage people that are affected by mental health problems to get help
2) Inform the general public and the government, companies, etc on topics around mental health
3) To remove the financial barrier to therapy

This comprehensive brand identity project began with the creation of a friendly motif – a simple but powerful embrace. This complements the brand’s ethos of compassion, inclusivity and action. It ensures the logo is impactful and memorable.

The owner, Daisy Alphonso and I wanted the colour treatment to be inviting with a dash of quirky and yet formal, invoking trust and credibility. Along with the logo, vibrant, quirky yet formal social media templates were also developed for Instagram.