Startwell
Building a distinctly human B2B brand to transform mental health in the workplace
Background
MHFA England, the UK’s largest provider of mental health first aid training, has supported over 20,000 organisations in the past decade. In response to the post-pandemic focus on workplace mental health, they devised a new, more consultative, data-driven offering called Startwell. Boldspace was tasked with creating Startwell’s brand strategy and identity.
How we got there
With MHFA England’s mental health consultants at its core, we positioned Startwell as a consultancy, not a course or product. The brand, tone of voice, and character extended MHFA England’s principles, but with a premium, tailored approach, targeting C-Suite and HR professionals.
Forging a strong start
Following extensive research, we defined Startwell’s positioning, brand statements, copy, distinctive logo, and a vibrant yet reassuring colour palette. We defined a clear hierarchy of benefits, wireframed, designed and built a new website, and wrote full tone of voice guides and brand copy.
Make Happy Work
We launched a campaign addressing workplace mental health issues across key industries, linking employee wellbeing with business success. Targeted LinkedIn campaigns reached decision-makers, while creative messaging connected both leaders and employees.
'Fantastic results! On behalf of everyone at MHFA England and Startwell I wanted to thank your whole team for such smart thinking, fantastic work and real care and attention.'
Deanne Palmer
Head of Brand & Marketing