Growing Well

Growing a brand that digs deeper.

For 20 years, Growing Well has been a lifeline in Cumbria and North Lancashire, providing free support to thousands of people experiencing the effects of mental ill health. To grow their impact, they needed to communicate with a broad audience – those seeking support, funders, staff, volunteers, supporters and donors.

Through on-site visits, shared meals, 1:1 conversations with 20+ stakeholders and engagement with staff and volunteers we uncovered the challenges and the real depth of their impact. This influenced new guiding values of inspiring independence, cultivating community and digging deep to activate change.

We refined their identity, evolving the existing logo while keeping their shoots symbol of growth and transformation. A sticker-style application nods to plant labels, while site-specific colours aim to inspire pride and belonging. We created a unique illustrative style with bold facts and impact stats to reinforce their value of ‘digging deep to activate change’ and highlight the personal growth that can come from horticultural activity with purpose.

And building on the values, we established an honest tone of voice, with agency, aiming to empower people looking to activate their own mental health recovery, on their own terms.

The result is a creative expression and tone of voice guide, all backed up with data, case studies and the vital voices of those who have benefitted from being part of Growing Well.