Everyturn Mental Health

A bold new brand to unify a mental health charity.

For almost 40 years national non-profit Mental Health Concern has been providing a range of specialist mental health services to people and families with mental ill health, dementia and complex needs. Their services are predominantly commissioned by the NHS and local authorities. They also run talking therapies organisation Insight IAPT, a free service for people feeling low, anxious or stressed also commissioned by the NHS.

The growth of the service across the UK within the two teams highlighted the need for a more integrated, joined up approach. Having two separate names for parts of one organisation was confusing, they needed a name and identity to unify the teams under one strong brand for the future.

We began by scoping an engagement plan to involve and listen to their team and audiences. Over 300 people participated and told us their views, from workshops across the UK to one to one discussions, surveys with families and carers as well as potential audiences, through this intensive consultation phase we gained a much deeper insight into the organisation.

Hands on sessions with staff involved them to help co-create the look and feel for the new brand identity and tell us what their views were for the new name. It was insightful to understand how each audience felt about a new name and brand identity.

Key themes across all audiences were clear to see, the name needed to be easy to understand, approachable, memorable, trustworth and friendly. The look and feel should be vibrant, colourful, friendly, flexible. And the new brand should build on their purpose ‘we’re here so no one struggles alone’.

We also found there were many areas of expertise and activity that people were unaware of, so it would be important to raise awareness of everything the organsiation can offer.


Although they were well known for talking therapies, the team also wanted to shout about their wider work in dementia care, crisis support, housing, nursing care and dementia care. We captured this in a new brand narrative.

The name generation phase built on this insight and brand story, to ensure the name was relevant and would come to life across all of the activity.

The resulting name and brand identity speaks for itself as an emotive and descriptive name,  instantly suggesting that the team are there at Everyturn. Everyone’s journey to feeling better is different, it’s a non linear experience and whatever people are facing, at Everyturn they will be by your side. Through the ups and downs, twists and turns.

The name and identity symbolises the innovation at Everyturn, as well as their ability as an organisation to adapt to changing situations and provide continuity in uncertainty.


The name is meaningful to their community, for colleagues it suggests support and growth at every point along their career journey and being there for one another at Everyturn.

To family carers it reflects support at every stage for their loved one and through times of difficult decisions.  To commissioners and partners it represents the agile nature and responsive approach to changes to the commissioning and healthcare landscape.


The tone of voice is active and the name itself is a stand alone message, here for John at Everyturn, here for you at Everyturn, support at Everyturn.

The visual identity reflects the name as well as introducing illustrative assets. Bespoke doodles capture the personality and human side of the organisation. All drawn uniquely to reflect the wide activity of Everyturn.

The new name and brand identity launched to staff in January and to their wider community this week. We’ve started by creating a range of communications including leaflets, recruitment packs, impact report, folder and merchandise, as well as a launch video for staff. We can’t wait to see everything else roll out over the coming months.

We’re also thrilled with the outcome of the website, scoped, designed and built by Cargo.

Thanks to Daniel Clarke for supporting us with a wonderful tone of voice guide and Luke Dryden for bringing our illustrations to life with animation.