YoungMinds has revealed refreshed branding, which it hopes will reach more young people and amplify marginalised voices.
The young people’s mental health charity, which recorded an income of £6.4m last year, told Civil Society it spent £75,000 on the rebrand, which includes a new logo.
It partnered with youth specialist agency Livity to create the brand, during which the organisation spoke to underrepresented young people about their experiences of mental health and accessing services.
This included carrying out research with 14 to 25-year-olds to better understand the challenges in reaching young people beyond the charity’s existing audience, particularly Black, minoritised and marginalised young people.
Feedback helped the design and the charity said young people reported wanting mental health support that makes them feel seen and represented, and solutions that are not reliant only on political decisions but are also about cultural change.
‘More honest and vocal’
Lucy Taylor-Mitchinson, head of communications at YoungMinds, said the charity was also going to be “more honest and vocal” about the things that matter to young people.
“This is a crucial time for young people’s mental health, the world has changed, and young people’s mental health is worsening,” she said.
“With our refreshed brand we will be there for all young people as we respond to what they need now.
“Through our work with Livity we listened to young people, centring Black, minoritised and marginalised young people to understand how we can better reach and support them.
“Our refreshed brand will help us to connect more young people and amplify the voices of those on the margins of this conversation, who aren’t currently heard by those in power.
“We are hopeful for the future. We’re going to be more honest and vocal about the things that matter to young people.
“By continuing our commitment to young people’s mental health and creating communities for young people to voice their stories and ideas, together we can bring about change.”
