Building a distinctly human B2B brand to transform mental health in the workplace.

Startwell's Bold Space

Make happy work


MHFA England is the UK’s largest provider of mental health first aid training and has helped more than 20,000 organisations over the last ten years. In response to an increasing post-pandemic focus for workplace mental health, they devised a new, more consultative, data-driven offering called Startwell. Boldspace was engaged to create Startwell’s brand strategy and identity from scratch, keeping a close association to the mother brand, but ensuring the brand can boldly stand alone.

How We Got There

Due to the extensive experience of MHFA England’s network of mental health consultants at the core of this bespoke offering, we positioned Startwell as a consultancy rather than a programme, course or product. The brand, tone of voice and character was an extension of the principles of MHFA England, but leant heavily into a more premium, tailored offering for a C-Suite and HR-focused business audience.

Brand Strategy | Creative | Production

Forging a strong start

After extensive research we helped define the offering with positioning, brand statements, brand copy, distinctive logo and an energetic, friendly colour palette that embodied the guiding, empathetic nature of Startwell’s service without losing assurance and trust.

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 developed a creative launch campaign that addressed emotive pain points in various key industries. Our creative spoke to decision makers as well as employees, making the link crystal clear between positive workplace mental health and business effectiveness.

We ran carefully targeted LinkedIn campaigns across relevant job titles and industries.


New leads generated from the campaign


Open leads from website enquires


Website form enquiries


Campaign impressions


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