The Challenge

I created a flexible identity system with a hand-drawn logo, warm color palette, and illustration assets that avoided cliché mental health tropes. We used looping animations and social graphics to build energy around the event in the lead-up.

For the pilot event, I took photos of attendees enjoying the activities. The aim was to make the photos generic and non venue/date specific so they could be used in following marketing material. 

I also used the opportunity to capture staff headshots.

The Solution

I created a flexible identity system with a hand-drawn logo, warm color palette, and illustration assets that avoided cliché mental health tropes. We used looping animations and social graphics to build energy around the event in the lead-up.

For the pilot event, I took photos of attendees enjoying the activities. The aim was to make the photos generic and non venue/date specific so they could be used in following marketing material. 

I also used the opportunity to capture staff headshots.

The Build

Assets designed for Canva for their internal use, plus exports for large-scale print, Instagram, and event slideshows. Animation created in Canva.I then edited the photos to make them cohesive and warm to match the branding of the event. 

This included editing the staff headshots to be used across the company. As the photos would be used so that clients could get to know their Mentors before meeting them, it was important to make them feel informal, warm and welcoming. It was great to use the natural sunlight and the greenery in the background to give the headshots this feel.

The Impact

At Arthur Ellis, I have played a pivotal role in reshaping our brand identity by crafting a comprehensive brand pack, informed by stakeholder interviews that redefined our mission and values. I championed a bold initiative to revamp our marketing strategy by removing ads for our core 1:1 service, aligning our practices with ethical considerations in the mental health support industry. This successful effort earned stakeholder approval, leading to my current responsibility for overseeing the marketing strategy for this service.

My proficiency in graphic design was instrumental in revitalizing both internal and client communications, ensuring seamless alignment with our redefined brand visuals. Simultaneously, I updated our mental health resources to match the refreshed brand identity.

Managing the sales pipeline, I provided clients with a comprehensive understanding of our product offerings, tailored suitable packages to their needs, and maintained open communication with stakeholders to keep them updated.

Furthermore, I took charge of the project for our new website, encompassing design, content curation, and user experience enhancement. This initiative led to a strategic restructuring of our product offers, resulting in streamlined operations and heightened sales efficiency.

Throughout my tenure, I fostered enduring client and partner relationships while orchestrating diverse projects involving development, organization, and logistics. Serving as the primary liaison for clients, I ensured ongoing satisfaction and vigilantly monitored sales and marketing performance.

Notably, I spearheaded the creation of our flagship training site, serving as the lead project manager. From conceptualisation to content creation, front-end development, and online learning curation, I oversaw its continuous evolution. Commissioned by the NHS to provide swift, short-term patient support, this project stands as a testament to my proudest achievement at Arthur Ellis.

I then edited the photos to make them cohesive and warm to match the branding of the event. 

This included editing the staff headshots to be used across the company. As the photos would be used so that clients could get to know their Mentors before meeting them, it was important to make them feel informal, warm and welcoming. It was great to use the natural sunlight and the greenery in the background to give the headshots this feel.