Sweet Talk
Sweet Talk is a mental health brand concept created in response to the brief: A Brand for the Greater Good, that has the specific intention of helping men open up and deal with their mental health issues and emotions. The term 'sweet talk' means to charm and talk your way out of a situation without dealing with it. By reclaiming this term and using it as a vehicle to start conversations - injecting a touch of humour and some charm, the aim was to create a fresh approach to encouraging conversations about mental health.
The intention of the branding is to make conversations about mental health less daunting and to try and make them a more general part of everyday conversations.
In trying to appeal to men, humour and a touch of cheekiness was injected into the branding to invoke a sense of ease.
The branding is bold, simple and impactful, with a varying complimentary colour pallet that works for many scenarios and appeals to many types of men.
In creating the collateral, I tried to think of ways to reach men in places and in ways they would naturally be, rather than drawing them in to a new and uncomfortable space.
The brand underwent a refresh.
I decided to refresh the brand identity and move away from the monochromatic pink and black, it felt a bit repressive and didn't capture the humour, positivity and diversity of the brand and who it is trying to appeal to.
