Mental Fitness Hub

Mental Fitness Hub is a Melbourne-based wellbeing venture bringing mental fitness programmes to organisations. I led the full brand development — running a kick-off workshop, developing the visual identity from scratch, and designing the web experience end-to-end in Adobe XD.

This project started with a workshop. Before any pixels, I ran a brand kick-off session with the founders — Nichole Walker (Director) and Michael Mealy (General Manager) — to establish vision, audience, and tone. Mental fitness, not mental health: the positioning was about building capacity and resilience, not treating illness. That distinction shaped everything.

The identity landed in a teal and coral palette — calm without being clinical, energetic without being loud. The logo mark is a simple wave motif that nods to frequency and rhythm, paired with a clean sans-serif wordmark. Brand guidelines were built in multiple formats so they could be used in Keynote, PowerPoint, or handed directly to a developer.

The web design covered six key pages — Home, Login, How It Works, Solution, What is Mental Fitness, and Contact — designed as full-resolution XD layouts with real content and photography direction. The user personas developed during strategy were turned into detailed design documents that shaped every copy and layout decision.