Overview
The Who I Am Counts project was part of the Fight For All The Feels campaign, created to raise awareness and funds for mental health services at Birmingham Women’s and Children’s Hospital.
The campaign used uplifting, empowering messaging and bold design to encourage conversation, reduce stigma, and promote mental wellbeing. I was responsible for designing campaign merchandise, postcards, and visual materials that inspired hope and positivity.
The Challenge
The campaign needed to tackle mental health awareness with sensitivity and optimism, appealing to both young audiences and adults. The challenge was to create visuals that balanced emotional impact with approachability while remaining true to the hospital charity’s brand values.
The new designs needed to:
Reduce stigma around mental health through positive design
Empower individuals to express emotion and seek support
Create bold, memorable visuals across merchandise and print
Communicate compassion and inclusivity
Strengthen the hospital’s fundraising and awareness efforts
Strategy and Creative Direction
The design direction combined vibrant colour, bold typography, and inclusive imagery to build energy and momentum around the campaign’s message.
Apparel and merchandise: Designed to spark conversation and show solidarity.
Printed materials: Encouraging self-expression and emotional connection through inspiring quotes and bright illustrations.
Tone: Hopeful and empowering, making mental health support visible and approachable.
The final visuals helped the campaign reach a wider audience, building awareness and fostering compassion across the community.
Skills
Deliverables
Campaign identity and art direction
Merchandise and apparel design
Postcard and print collateral
Illustration and messaging design
Colour and typography system