Re-brand - The Safety Net
Challenge: The Safety Net, a digital mental health platform, struggled to assert its identity amidst the broader branding of Aim-for, its parent company. Despite existing for over a decade, it lacked a distinct brand presence and struggled to connect with its intended audience.
Solution: To address the challenge, a bold decision was made to rebrand The Safety Net as a standalone product with its own unique identity. This involved creating a separate website and marketing materials tailored specifically to The Safety Net's audience and purpose. Drawing inspiration from Aim-for's original branding, vibrant colors, particularly purple and green, were chosen to evoke positivity and appeal to a younger demographic, which constituted the majority of The Safety Net's users.
Additionally, playful illustrative elements were incorporated to infuse a sense of fun and accessibility into the platform's communication. This approach aimed to create an open and inviting space for users to engage with mental health resources and support.
“We’ve struggled with seeing The Safety Net as a stand alone brand for years - now it really has it’s own identity”