YoungMinds has launched its new brand, hoping to expand and diversify its reach.

YoungMinds partnered with youth specialist agency Livity to create the brand and the refresh responds to the changing world and what young people need now.

During the creation process, Livity spoke to underrepresented young people about their experiences of mental health and accessing services and their needs are at the heart of the brand. This included carrying out research with 14-25-year-olds to better understand the challenges in reaching young people beyond the charity’s existing audience, particularly Black, minoritised and marginalised young people.

Feedback from young people helped the design and creation of a strong brand identity that is "direct, personal and trustworthy".

The organisation says that through reaching more young people YoungMinds will create communities, connecting them with the issues they care about and supporting them to share their stories and ideas for change.

YoungMinds' head of communications Lucy Taylor-Mitchinson said: “This is a crucial time for young people’s mental health, the world has changed, and young people’s mental health is worsening. With our refreshed brand we will be there for all young people as we respond to what they need now.

“Through our work with Livity we listened to young people, centring Black, minoritised and marginalised young people to understand how we can better reach and support them. Our refreshed brand will help us to connect more young people and amplify the voices of those on the margins of this conversation, who aren’t currently heard by those in power.

“We are hopeful for the future. We’re going to be more honest and vocal about the things that matter to young people. By continuing our commitment to young people’s mental health and creating communities for young people to voice their stories and ideas, together we can bring about change.”

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