The logo I have created is a combination of two metaphors: conversation and the beauty of imperfection. The symbol is based on an „imperfect circle,” which in the realm of mental health is a metaphor for the idea that imperfection is normal and healthy.

Enclosed within the circle is a delicate chat bubble, symbolising conversation—the primary tool used by mental health professionals when working with patients – and also representing digital nature of available services.

The company name is written in lowercase to create a sense of approachability, and the custom-designed font emphasises the gentle and calm character of the brand in its curves.

„Zeitung” – the chosen primary font due to its high legibility, modern character, well-balanced proportions, and ample white space within the characters. One of the main criteria for selection was also the coverage of all alphabetic characters in different languages (future localisation), along with humanist features such as width variations.

„Bradley Hand” – a supporting font used in certain channels like Instagram or blogs. It adds a „human touch” and a more personalised character to visual communication. Contributes to more of a humane and approachable feeling of the brand.

The aim of Sensly’s visual language was to create a sense of peace, openness, balance, and optimism. At the same time, when selecting the colour palette, I took many factors into account, with the most important being compliance with WCAG.

The primary colour is cobalt blue, which symbolises trust, reliability, wisdom, calmness, depth, spirituality, and serenity. Its beautiful contrast with grey and white, complemented by various shades of blue, significantly contributes to the overall brand feeling.

The supporting colours consist of a group of pastels paired with a more saturated version of the same colour for accents. These colours bring more life and dynamism to the message, support the conveyed emotions, and balance the coolness that an excess of blue colour may introduce.

Due to the metaphorical nature of many topics related to mental health and psychology, the main principle was to avoid literal photographs in order to prevent excessive framing and complement the visual message with appropriate content.

Of course, the colour tone of our book was consistent throughout. The photographs were divided into four categories:

• Macro shots of people’s faces, focusing on emotions
• Symbolic and unconventional shots
• Nature photos without animals, wide horizons, open frames
• Repetitive natural or artificial patterns

In the case of the last two categories, an additional factor in selecting these themes was psychological research, which indicated that these images have a calming effect on people.

The key visuals consisted of collages, combining illustrative icons and photographs. This approach ensured that the combination of different elements from the visual system maintained proper consistency, from the smallest „atoms” to complete visuals.

This approach also eliminated the need for dedicated illustrators in the team during the early stages of business development. It also set our visual language apart from competitors, as many relied heavily on illustrations. This unique visual language became one of our key differentiators.

The use of collages provided an opportunity to employ metaphorical language while effectively aligning it with more product-oriented communication. In B2B communication, the key visuals primarily focused on product visualisation and iconography, reflecting the professional image we were creating around our solutions dedicated to specialists (SaaS).

In B2C communication, there was greater flexibility for metaphorical representations, particularly in social media and content marketing. However, our Unique Selling Propositions (USPs) were typically supported by illustrative icons and product-based visualisations, while Emotional Selling Propositions (ESPs) were enhanced by metaphorical key visuals and photographs.

Illustrations and icons are elements built from atoms within the visual design system, enabling better scalability and efficiency in creating new assets. This approach ensures that all visuals are consistent and harmonious with each other, as consistency originates from the core and permeates through every single element.

The biggest challenge was the limitations imposed by Google and Meta policies regarding advertising mental health services. The special rules for crafting communications and the sensitivity of the topic itself made this task exceptionally demanding. However, by conducting dozens of parallel tests, we were able to develop messages that met the requirements of advertising networks, resonated with users, and still aligned with the Sensly brand.

The topic of mental health in social media is heavily focused on education. Based on the developed content strategy, I have designed a visual system that ensures easy scalability and high efficiency in creating new posts. At the same time, it provides visual diversity, flexibility in terms of material usage, and easy identification of posts related to the pillars/series of our content strategy.

Sales materials, presentations, and pitch decks are often disregarded when it comes to establishing a strong brand identity. However, Sensly took a different approach, recognising the importance of these materials. When a company embarks on its journey, it must prioritise building trust. Therefore, we dedicated special attention to crafting these materials to convey a sense of professionalism typically associated with more established entities. Our strategy was to create an impression of being larger than the company was at that time, and the results were truly rewarding.