PSYKIATRIFONDEN
Creating a unifying visual language
For three years, I worked closely with Psykiatrifonden during a period of organisational growth and increasing public attention around mental health — strengthening their visual identity and communication across campaigns, digital platforms, fundraising and print materials.
SERVICES
Website, Campaign design, Fundraising communication, Social content, Image style, Illustration
The challenge
Psykiatrifonden needed a clearer, more recognisable and consistent visual language across a wide range of campaigns, platforms and materials — without losing the warmth and flexibility required to communicate about mental health.
The solution
I helped develop a flexible visual system across colour, typography, image style, illustration, icons and campaign layouts — creating a more coherent brand expression that felt simple, accessible and human.
Website and everyday communication
We built a coherent digital platform where people could find help, knowledge and support — and support Psykiatrifonden’s vital work.
The site brings together articles, personal stories, expert advice and campaign messaging in a calm and accessible experience.
A consistent design system ensures clarity across pages, makes content easy to navigate and supports fundraising in a trustworthy way.
A visual language with emotional weight
The campaign work needed to show the difficult reality many people affected by mental illness live with — while still leaving room for hope and action.
Personal stories, parent quotes and close-up portraits helped make mental illness more visible, relatable and human.
The result was a visual language that felt honest and direct, but never hopeless.
Campaigns and fundraising across formats
The visual identity was applied across fundraising campaigns, outdoor formats, donor letters, print ads and digital communication.
By keeping the message consistent, clear and human, the campaigns made mental health visible in everyday life — and gave people a direct way to support.
Illustration style and visual tools
Together with icons, silhouettes and visual metaphors, the illustrations helped translate complex messages, diagnoses and emotional experiences into clear, sensitive and accessible visual tools — with a personal, hand-drawn twist.
Social media campaigns
Campaign formats developed to support fundraising, awareness and public engagement — combining strong messages, statistics, personal stories and clear calls to action in a recognisable visual language.
The formats made it possible to communicate complex and sensitive topics in a way that felt direct, shareable and human.
Printed details and seasonal cards
The visual language also lives in small moments. These A5 cards were designed as free seasonal greetings that people could order and send to someone they care about.
A simple way to spread warmth, awareness and Psykiatrifonden’s message — in everyday life.