With 2.5 million users across 110 countries, Unmind is waking the world up to the fact that mental ill-health might not affect us all but mental health is something we all have. And it cannot and should not be separated from the workplace. Despite some employers having perks in place to gain and retain staff, the annual cost of mental ill-health to UK employers remains around £45 billion. The wellbeing solutions they’re trying aren’t working. Our challenge was to set Unmind apart from the corporate apps workplaces use as sticking plasters. We needed to create a brand that stands up for people on an individual level and challenges perceptions on an institutional level. A brand that can create change you can feel.