Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Healthcare, Wellness, Mental Health, Institutions, Nonprofits, Education, Government, State Agencies, Community, Treatment, Branding

Below: Before and After Images in Slide Show, Videos, Summary, Credits

Industry Setting

Beyond Blue has been a force for positive change, helping Australians deal with anxiety and depression for over 20 years. But they were ready to be known as a practical, daily resource that could help every Australian achieve their best mental health.


Beyond Blue was a well-loved and respected brand but people were unsure what services they offered. We needed something new and fresh, with cut-through that respected their 20-year history and everything they had achieved.

This new direction would help create and influence their new brand, Be You, which was specifically designed to target Australian children and young people.

A big challenge was expanding public knowledge of the range of services and support on offer, and the approach to the content. With a lot of serious topics being discussed, we needed to keep things clear and optimistic, without oversimplifying difficult issues. We also needed to be inclusive, welcoming and easy to engage with. After all, their target audience is everyone in the country.


With a strong history and passionate stakeholders, we decided to take a collaborative approach. We drew insight from those closest to the cause and created something they could all be proud of.

The new Beyond Blue identity centered around the existing butterfly logo. We kept key components of the original logo, but evolved it to suit the digital new era.

To reach out to children and young people, the name we created, Be You, captures a sense of individuality, and serves as a reminder to young people that it’s ok to be yourself. It focuses on the positive side of mental health – rather than the darker moments when things go wrong.


The new Beyond Blue brand has been well-received by the community with an increase in brand awareness amongst stakeholder groups.

The new brand has more cut-through, with sharper messaging and a single-minded identity that’s helping the organization with its goal of ‘driving behavior change and empowering people with the tools to achieve their best possible mental health’.

It was through this successful delivery that Beyond Blue asked us to partner with them again to bring to life their new brand, Be You, after the Australian Government announced that Beyond Blue was successful in receiving the Mental Health in Education grant for the National Initiative.

By delivering on the strategic vision for Be You, we have helped Beyond Blue improve everyday life for a new generation of Australians. This target demographic are the priority population for suicide prevention and by making this issue top-of-mind, we improved the lives of all Australians.


Client: Beyond Blue & Be You – www.beyondblue.org.au

Brand Strategists/Designers: Principals – www.principals.com.au

Group Strategy Director: Tim Riches
Senior Strategy Consultant: Charlie Rose
Executive Creative Director: Simon Wright
Creative Director: Pip Ireland
Senior Designer: Sam Baines
Senior Designer: Carolina Relander
Designer: Min Shim
Head of Production: David Cunningham
Head of Motion Graphics: Dean Varndell
Motion Graphics Designer: Hayden Mathys
Motion Graphics Designer: Jhon Riano
Associate Director, Brand Voice: James Schloeffel
Writer: Lisa Wilson
Director of Digital & Experience: Ash Mustchin
Account Director: Bridget Ashley
Account Manager: Debra Fisher