CALM’s rebranding speaks up about suicide prevention

UK – In a bid to align with modern audiences while cutting through the noise surrounding mental health conversations, charity Campaign Against Living Miserably (CALM) has undergone a colourful rebranding. Created by London design agency Output and verbal branding agency Reed Words, its visual refresh includes updated messaging for audiences of all ages and backgrounds. Statements such as ‘On your side, no matter what’ and ‘Feeling shit?’ are presented in bold fonts against vibrant backgrounds – balancing positivity and empathy with eye-catching design.

CALM's social media content, posters and billboard images will feature eclectic illustrations alongside portrait photography of people with real-life mental health stories. By reaching its audience in this way, CALM recognises the need to engage people through energetic graphic design that challenges tired or harrowing aesthetics relating to mental health. ‘CALM don't ever want to feel like a corporation – they're a group of people speaking directly to other people,’ says Johanna Drewe, creative director and partner at Output.

Such visual identities reflect an ongoing shift in the wider therapy sector, as organisations continue to diversify their communications to meet the needs of the next generation.