BRIEF: ReachOut is an online-only youth mental health organisation. They help young people feel better, no matter what challenge they’re facing. But the young people ReachOut were helping when their brand was developed are now in their 30s and 40s. The brand needed a new identity that was contemporary, optimistic and reflected the digital nature of their service. SOLUTION: As ReachOut is online-only, our design system needed to be digitally-led and reflect the way young people communicate. We developed a graphic language based on digital interfaces, such as chat bubbles, emoticons and conversation threads, that reinforced the brand’s focus on conversations and community. We moved away from blue, a dominant colour in the category, towards a bright, positive palette. Within the mark itself we replaced the letter O in ReachOut with an animated chat bubble.