Health & Wellbeing Tech
Mental Fitness Hub
Brand strategy, identity, and full web UX for an Australian mental fitness platform.
- My role
- Brand and UX lead: workshop facilitation, identity, web design
The brief
A Melbourne venture selling mental fitness programmes into organisations, with two founders who had a proposition but no agreed language for it. The buyer is an HR director, so the brand had to read as credible to a business audience while staying distinct from clinical mental health services.
What I did
- Facilitated the brand kick-off workshop with Director Nichole Walker and General Manager Michael Mealy to settle vision, audience and tone before any design
- Positioned the brand around mental fitness, meaning building capacity, as distinct from mental health treatment. That choice drove every copy and layout decision
- Designed the identity: wave mark, sans-serif wordmark, and a teal and coral palette chosen to read calm without reading clinical
- Built brand guidelines in multiple formats so they worked in Keynote, PowerPoint, or straight to a developer
- Designed six full web pages in Adobe XD at full resolution with real content and photography direction: Home, Login, How It Works, Solution, What is Mental Fitness, Contact
- Turned the strategy personas, including Catherine the HR Director, into design documents the layouts were built against
How it went
Mental Fitness Hub is a Melbourne-based wellbeing venture that brings mental fitness programmes to organisations. I led the full brand development: I ran a kick-off workshop, built the visual identity from scratch and designed the whole website in Adobe XD.
Before any design work, I ran a brand kick-off workshop with the founders, Nichole Walker (Director) and Michael Mealy (General Manager), to agree vision, audience and tone. We positioned the business around mental fitness: building capacity and resilience in people who aren't ill. Mental health treatment was a separate thing, and keeping the two apart shaped every later decision.
The identity uses a teal and coral palette, chosen to feel calm and energetic without looking clinical or loud. The logo is a simple wave that suggests frequency and rhythm, paired with a clean sans-serif wordmark. I built the brand guidelines in several formats so they could be used in Keynote or PowerPoint, or handed straight to a developer.
The website covered six 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 personas from the strategy work became design documents that guided every copy and layout decision.