A new brand providing youths a positive outlook on mental health — Branding, Graphic and Logo Design Agency: Glasgow, UK

ANKRA : Malta’s mental health service for youths

Delivering a vibrant hope for youths in the midst of their mental health struggles.

Strategy + Naming + Branding + Campaigns + Design

Despite an increase in mental health awareness, Malta’s main charity in this field, Richmond, could clearly see that their services were not being taken up by children, teenagers and young adults. Studies showed that this demographic thought of Richmond as a mental health service provider for adults.

Richmond approached us with a clear and concise brief – to develop a new umbrella brand entirely separate from the Richmond brand, and complete with a vast range of supporting material, specifically geared to encourage youths and their relatives or friends to take the courageous step to access timely and life-saving support.

Working in conjunction with the project’s key stakeholders, we devised a strategy that outlined all the requirements such an undertaking would entail. A naming exercise led us to choosing the brand name ANKRA (Maltese for ‘Anchor’), stemming from a therapeutic technique that helps control anxiety and urges.

After completing the brand’s vibrant and youthful visual identity, we worked on a suite of assets to enable the launch of this service, namely self-help and informational collateral and social media campaigns. The website’s UX was designed with the audience’s sensitive situations in mind, and therefore made incredibly easy to navigate through to access immediate help.