ACTVet

Swansea University | GREAT Network | Office for Veterans' Affairs | Milgam

Overview

ACTVet is a large-scale digital initiative designed to support veterans experiencing gambling-related harm and PTSD through Acceptance and Commitment Therapy (ACT). The programme helps veterans build psychological flexibility, manage cravings, and regain control of their responses to triggers.

I was responsible for developing the full brand identity and designing the accompanying app. The focus was on creating a supportive, accessible, and empowering experience for users while maintaining professional integrity for a clinical research project.

The Challenge

Develop a full brand identity from scratch, an interactive therapy app, webpage design and over 100 illustrations that will resonate with Veterans' and allow them to access and absorb the support they need to overcome gambling addiction.

The design needed to resonate with veterans while communicating therapeutic credibility and compassion. The challenge was to present a complex mental health framework in a way that felt approachable, visually engaging, and easy to understand. Since the project involved sensitive subject matter, the visuals had to strike the right balance between hopefulness and respect, ensuring users felt safe and motivated to engage with the content.

The new designs needed to:

Communicate complex psychological principles simply and clearly
Create an inclusive and accessible experience for veterans
Balance professionalism with warmth and compassion
Reflect the therapeutic and empowering nature of ACT
Ensure usability and engagement through user-centred design

Strategy and Creative Direction

The creative direction focused on clarity, accessibility, and empathy to build trust and promote engagement.

Visual identity: Developed a complete logo suite and colour palette to ensure accessibility and inclusivity.
Illustration system: Created over 100 custom illustrations to visualise ACT concepts, making abstract therapeutic ideas easy to relate to.
App design: Designed both low-fidelity and high-fidelity wireframes to ensure seamless functionality and user flow.
User-centred approach: Involved veterans throughout the design process to gather feedback, refine usability, and ensure the final product felt familiar and supportive.

The result is a cohesive identity and digital experience that empowers users to navigate therapy at their own pace with confidence and understanding.