Can mental health be "edgy"?
Services
Branding and Identity
UI/UX Design
Social Media
Client
University Project
Agency
Loughborough University
Year
2025
Credits
Images generated with AI
Gen Z coded
INTD was designed as a bold, multi-faceted campaign tackling mental health stigma for Gen Z. Traditional approaches often felt muted or overly clinical, so INTD flipped the script — using the internet’s own language of memes, punchy headlines, and unapologetic visuals. The identity is sharp, loud, and layered — built around the three levels of the mind: conscious, subconscious, and unconscious. The palette of neon green, black, and white deliberately rejects the calm blues of typical wellness campaigns, opting instead for visuals that grab attention in a cluttered feed. Social creatives ranged from dark, provocative imagery to playful reminders, each designed to disrupt scrolling habits and push mental health into the spotlight. This wasn’t wellness as usual — it was direct, relatable, and impossible to ignore.
and edgy website, an edgy blog
The website carried the same energy into a digital hub that was both functional and visually striking. Built around the idea “Sometimes, it is that deep,” the site provided an accessible gateway to resources, blogs, and support tools. Its design balanced urgency with empathy: strong contrasts and bold typography paired with clear navigation and responsive layouts. Every element was crafted to reduce friction — from quick access to articles and FAQs to links that connect users directly to help. The design stayed engaging without overwhelming, ensuring the experience was as intuitive as it was impactful. Together, the social media presence, brand identity, and website positioned INTD as more than a campaign — it became a movement. A direct, unapologetic reimagining of how mental health can be spoken about, shared, and supported in today’s generation.
