A non-hipster UK mental health brand
Towards was launching accessible, affordable therapy on UK high streets. They wanted their brand to be warm, relatable, and definitely not hipster. While other brands in the space mostly targeted young London-based professionals, Towards wanted to attract broader demographics from across the UK—especially parents, teenagers, and older people.
Leading the messaging & the project
I oversaw a team of designers & developers to create the first Towards brand assets. I created value propositions and brand statements for their three main personas: clients, therapists, and trainees. I used this core messaging to write their website, sales decks, app onboarding copy, shop front copy, and early marketing materials.
Launching with a strong identity
Over 3-4 months, I worked closely with Towards to help them launch their first website, app, training course, marketing campaign, and physical shop location—providing messaging and strategy for each.
