Malu°
Designing a connected mental health brand from the ground up
Malu° set out to build a new kind of mental health network. The goal, to create a connected system of clinics that shared a single voice, a unified look, and a common standard of care. I was asked to define that voice and build the visual and strategic foundation to support it.
The process started with clarity, not decoration. The logo was designed to feel balanced, calm, and grounded, without relying on clichés. It needed to speak to both clinicians and clients, signalling trust and composure. The colour palette followed suit, built around natural tones that feel restorative rather than clinical.
From there, I developed the typographic system and layout structure, giving the brand room to breathe while maintaining authority. The full guidelines tied these elements together into a practical framework that can scale across locations, teams, and marketing materials.
Digital experience
With the foundation set, I moved to digital. The website design came first for desktop, mapping a clear information hierarchy and giving space for strong imagery and tone of voice. The mobile experience distilled this further, focusing on simplicity, ease of navigation, and approachability.
Both versions were designed to feel open and confident, reducing friction at every step. It’s not about features; it’s about reassurance, accessibility, and calm clarity.
Communication and campaigns
With the system in place, I expanded the brand concepts into outdoor and social media, ensuring a warm and consistent tone across every touchpoint. The goal, to maintain a consistent message, tone, and intent across all formats. Whether it's digital tiles or billboards, each piece highlights Malu as professional and impactful, yet approachable.
Brand in application
Printed materials brought the brand to life in the real world. Stationery, folders, and information booklets were designed with the same visual restraint and attention to spacing that define the identity. Every element aligns with the broader design logic: order, calm, and trust.
Product and experience concepts
The final layer was to explore how design could support real client experiences. I developed product concepts for onboarding, client support, and an AI-assisted chat interface to guide new users through the booking and preparation process. These concepts connected the brand’s emotional tone with functional design, giving a glimpse of how the next phase of Malu’s ecosystem could evolve.
