Back to Cases

PSYKIATRIFONDEN

Evolving a visual identity

Developing and strengthening the visual identity across campaigns, digital platforms, fundraising and print, creating a more consistent, recognisable and human expression.

PSYKIATRIFONDEN

Evolving a visual identity

Developing and strengthening the visual identity across campaigns, digital platforms, fundraising and print, creating a more consistent, recognisable and human expression.

Responsive website display for the Danish mental health organization Psykiatrifonden seen on a laptop and smartphone screens. The homepage features a young girl with blonde hair, text about mental health awareness, donation options, and contact details.

Website structure and visual direction

The website structure and visual communication were developed to make a large amount of information easier to navigate, while creating a calmer, more coherent and approachable experience across content, advice, stories and fundraising.

A visual language with emotional range

Mental health communication does not always call for the same emotional tone. Alongside a warm and approachable everyday image style, campaign expressions were developed to address more difficult realities directly.

EVERYDAY IMAGE STYLE

Two women sitting on a couch, having a conversation while holding cups, in a well-lit room with a large window in the background.

Photography: Anders Hviid

A young girl with blonde hair and blue eyes sitting on a beige sofa with pillows, wearing a pink sweater and black pants, in a room with a plain wall.

CAMPAIGN EXPRESSION

Close-up of a young child's face lying down on a pillow, with a focus on the child's blue eye and facial features, against a soft background.

Photography: Søren Kuhn

The identity in use

The visual system was applied across fundraising campaigns, social content, illustration and print, adapting to different audiences and messages while maintaining a consistent visual identity.

A person standing outdoors during twilight, looking at mountains and a cloudy sky, with overlay text in Danish about mental illness and the psychiatric foundation.
A vertical infographic with a dark blue background, showing a progression of simplified white icons of people facing different challenges, indicating experiencing or overcoming mental health issues, from top to bottom. Danish text at the top and middle reads 'Nogle sygdomme ser sådan her ud' and the website 'psykiatrifonden.dk' at the bottom right in pink, with a pink tangled line symbol at the bottom left.
A flyer from the Psychiatric Foundation with text in Danish and a partial image of a woman holding a baby, smiling in a cozy setting with a window and curtains.
Several Christmas cards, including illustrations of a snowman, a Christmas tree, a candle, Christmas stockings, and a snowflake, laid out on a beige background.