Designing a Scalable Mental-Health Ecosystem for a Growing Organisation

Client

The Good Mental Health Company

Industry

Healthcare + Training

Role

Design Strategist, UX Architect, Brand Designer, Web Designer

Services

Brand strategy, service architecture, brand identity, naming guidance, information architecture, IA/UX/UI design, content structure, ecosystem design, Squarespace build

Year

Multi-phase partnership (2022 – ongoing)

01. Project overview

The Good Mental Health Company has transformed dramatically over the years and I’ve been their creative, strategic side-kick along the way. What began as a project to evolve a first aid for mental health training brand into a low-fee psychotherapy service has now bloomed into a much larger ecosystem as the organisation grows in ambition and scope.

My work has spanned multiple phases: rebranding the organisation, designing their first affordable therapy website, shaping their messaging, developing two new therapy brands, repositioning the parent company, and designing an entirely new architecture for how their services live online. Each phase built on the last, gradually forming a clear, calm ecosystem that reflects their values and supports people seeking help.

02. Project phases

Phase 1.

Initial Rebrand + Website Redesign

Transitioned the organisation from a first aid training provider to an affordable psychotherapy service.
Developed a new brand identity and redesigned the website to support their new focus.

Phase 2.

Ecosystem Re-Architecture

As the organisation grew, I proposed and designed a new three-part ecosystem:

Parent brand — The Good Mental Health Company

Affordable service — Goodstart Therapy

Full-fee specialist service — The Good Therapy Centre

CPD training and First-Aid for Mental Health were repositioned under the parent brand, where they more naturally belonged with room for further expansion.

Phase 3.

Brand Identity Systems for All Three Brands

Designed visual identities for Goodstart Therapy and The Good Therapy Centre, rooted in the philosophy and symbolism of the parent brand.

Developed a unified but flexible design system spanning colour, typography, illustration and symbolic imagery.

Phase 4.

Three Websites

The existing website was built using Squarespace so it was important to stick with a familiar platform that was easy for the client to navigate and offer minimal disruption to existing services. Having all three sites managed through the same platform also reduced additional admin complexities.

03. The challenge

The affordable therapy service and First-Aid Training both living under one roof and with the desire to offer a full-fee specialist therapy service in addition to CPD for therapists it was apparent some restructuring and future-proofing was needed.

Key challenges included:

the affordable therapy site still carrying first aid training
new services with distinct audiences emerging quickly
a lack of a true parent brand to hold the full organisation
therapists and client messaging overlap
internal confusion a brand identity that did not scale to multiple service types.

The expansion made it essential to separate services, elevate TGMHCo into a parent organisation, and create a new ecosystem that could grow without breaking.

Key challenges included:

the affordable therapy site still carrying first aid training
new services with distinct audiences emerging quickly
a lack of a true parent brand to hold the full organisation
therapists and client messaging overlap
internal confusion a brand identity that did not scale to multiple service types.

The expansion made it essential to separate services, elevate TGMHCo into a parent organisation, and create a new ecosystem that could grow without breaking.

Key challenges included:

the affordable therapy site still carrying first aid training
new services with distinct audiences emerging quickly
a lack of a true parent brand to hold the full organisation
therapists and client messaging overlap
internal confusion a brand identity that did not scale to multiple service types.

The expansion made it essential to separate services, elevate TGMHCo into a parent organisation, and create a new ecosystem that could grow without breaking.

04. Brand identity and visual language

The identity for the full ecosystem is built around a mandala-inspired parent brand mark, symbolising integration, wholeness and the organisation’s transpersonal therapeutic roots — where emotional, psychological and spiritual wellbeing are equally valued. It was also important that the services felt premium, regardless of the low-fee label, something not often seen in the low-cost therapy sector.

This philosophy shaped the visual language across all services:

A calming, nature-led palette

Neutral foundations (cream, sand, blush) paired with colours drawn from nature — forest green, lichen, coral and sea blue — creating warmth, grounding and emotional safety.

Jungian-inspired imagery

Abstract, symbolic forms and “shadow” motifs reflect the introspective, integrative nature of the organisation’s clinical approach.
These visuals support the heart-led and emotional honesty of the brand.

A connected but flexible system

Each service expresses the system differently, but all share:

mandala-based geometry
a warm, nurturing, compassionate tone
abstract illustration and symbolic photography
a soft, supportive visual rhythm

Kat understand us. Not just what we do, but why we do it. She approached our project with empathy, and enormous care, and the result is a brand and website that finally feels aligned with our mission. She made something complex feel simple and created an experience that is warm, welcoming and safe for the people who need us most. We’re deeply grateful for her partnership.

Sarah Parry, Founder & Clinical Director

05. Website Design & Build

Each service combines strong accessibility standards, clean typographic hierarchy, supportive visual language, intuitive navigation and consistent but adaptive brand expression.

The Good Mental Health Company

communicates the organisational story

houses CPD and first-aid

signposts the two therapy services

supports therapist recruitment

Goodstart Therapy

warm, gentle, low-cognitive-load design

clear pathways to assessment and fees

accessible mobile-first layouts

language tailored to new therapy clients

The Good Therapy Centre

deep, calm palette reflecting specialist care

structured clinical information

clear service pathways

transparent booking and fees

06. Results

A coherent, scalable digital ecosystem.

Clear, distinct user journeys for therapy clients, trainees and professionals.

Two new therapy brands with their own identities and platforms.

A parent brand positioned properly for organisational growth.

Stronger SEO + logical domain separation.

A visual system aligned with a therapeutic philosophy with emotional depth and heart.

A future-proof structure that can grow with the organisation.

Most importantly: people seeking support now understand where to go and what to expect with clarity, care and confidence.

Want to work with me?

Let's create something goood

Goood Design for Good people. 2025

Dribbble

Want to work with me?

Let's create something goood

Goood Design for Good people. 2025

Dribbble

Want to work with me?

Let's create something goood

Goood Design for Good people. 2025

Dribbble