The project was hugely collaborative, touching every part of our network, bringing in specialist support when needed, with people with lived experience at the heart. A new purpose statement future-proofs Mind to be a proactive change maker. It unites the organisation and helps to broaden Mind’s brand perceptions. Simple, powerful and actionable. Working on a semi-pro-bono basis, DesignStudio helped us recapture our fighting spirit updating the brand with a contemporary identity. We are proud to have created a brand that is authentic and relatable. We feel its impact in the decisions we make every day. Historically, mental health was way down the list of charity causes. Heavily stigmatised, the cause lacked empathy. It is now the third type of charity the public would consider supporting. We have protected our market position with brand affinity at 73% and prompted awareness at 76%. Fundraising income continues to grow, year on year. Crucially, it has been well received by our colleagues and we are now reaching more people who need us.