Heard Brand
& Marketing

Role: Brand Design Lead — Led a brand refresh for a mental health start-up, updating the visual identity across color palette, website, decks, and marketing materials. Partnered on campaign development (print, social, and podcast) and contributed copy, taglines, and illustrations.

Brief: Refresh the brand to feel more positive and vibrant, while preserving recognizability and the existing logo.

Approach: Expanded and brightened the color palette to convey optimism, while keeping core brand elements consistent. Developed new customer personas and a library of character illustrations to humanize the brand. Introduced “the couch” as a symbolic asset, paired with therapeutic copy and taglines that better positioned the brand with its core customer: mental health professionals.

Outcome: The refreshed brand system launched successfully in 2025, establishing a more approachable, human identity that resonated with therapists and clients alike.

Client - Heard
Brand Design Lead - Jack Dylan
Head of Marketing - Melanie Hahn
Director of Brand - Michael Fulwiler