Building trust and adoption
in digital mental healthcare
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I led the creative evolution of Thrive across brand, marketing, product communication and customer enablement, creating a more consistent system for reaching employers and supporting employees.
Employees needed safe, relevant and accessible guidance. Customer teams needed a repeatable way to launch and promote the service without rebuilding communications for every organisation. Internally, clinical accuracy, customer requirements and commercial urgency all needed to be reconciled without weakening the brand or slowing delivery.The opportunity was larger than refreshing individual assets. Thrive needed a clearer creative direction and a practical communication system that could work across audiences,
Mental-health communication needed warmth and emotional intelligence, but it could not appear casual or make unsupported promises. The work used recognisable experiences, direct language and considered imagery to help people see relevance without feeling labelled.
The service needed to retain the authority of its clinical foundation while avoiding the coldness and distance common in healthcare communication. Information was structured around the user's situation and next action rather than professional terminology.
Complex and sensitive information was given a clear hierarchy, concise language and an appropriate format. Simplification never came at the expense of accuracy, safeguarding or the meaning of clinical guidance.
The creative direction had to work beyond the design team. Reusable structures, templates and guidance enabled colleagues across Marketing, Sales, Clinical and Customer Success to deliver stronger communications with greater independence.