YoungMinds

YoungMinds, a UK charity dedicated to providing essential mental health assistance for young people and their parents, has played a crucial role in our community. However, its current user profile primarily consists of middle-class, white, and female individuals, limiting its reach. In this project, my primary objective was to broaden YoungMinds' audience through a comprehensive rebrand, with a special focus on digital channels such as the website and social media.

Taking an unconventional approach, user involvement was prioritised. By empowering individuals from target groups to actively shape the rebranding, we ensured their voices played a pivotal role in the transformation. Their insights, expressed in their own words, and the remixing of elements that resonated with them became the driving force behind our design decisions.

Inspired by service design techniques, we facilitated meaningful contributions from individuals without technical design skills. This approach not only enriched the rebranding process but also brought attention to broader issues beyond the immediate project scope.

Our research methodology included:

• Curating a community-based recruitment strategy.

• Hosting co-design workshops on WhatsApp to ensure inclusive participation.

• Sharing comprehensive insights gathered during show-and-tell sessions.

• Conducting confirmation surveys to share final prototypes and collect valuable feedback.
  

As a UX designer, my role was crucial in ensuring the rebranding not only resonates aesthetically, but also aligns with the evolving conversations around mental health. The goal was to make YoungMinds more accessible and impactful for a diverse audience, creating a positive impact for those who need it most. This project showcases my dedication to user-centric design and the ability to address complex challenges in a way that fosters inclusivity and positive change.