Beam
The Problem
How can Beam, a mental health resource library, differentiate itself from competitors through branding that encourages people to seek help without sounding overly positive, pushy, or cliché?
Find Help, Find Health.
The Insight
Bright, happy, colorful messaging in mental health industry promotions can alienate people who are seeking help. A more honest approach might resonate with people skeptical of therapy, meditation, or medication.
The Solution
The imagery of a sunny winter morning informed the branding, as the sun shining through the cold air symbolizes someone choosing to seek professional help even when they are struggling. Darker, moodier brand colors combined with warm-toned textures, organic imagery, and the muted brightness of Beam’s logo support this idea of someone “in the dark” seeking help, or “finding the light”.
