Partners for Mental Health is an organization dedicated to transforming mental health in Canada. The issue is complex, their strategy visionary. First, we made the bold decision to run the name together to suggest inclusiveness – we are all in this together. We then used colour to add emotion and a feeling of connectedness - one can find oneself on the spectrum of mental health issues at any point. The identity has a spirit of change and of a movement in action. An element of surprise was crucial; this transformation cannot be achieved without boldness. Therefore, colours are applied vividly and unexpectedly, while language emphasizes the brand’s mission. Embedded throughout is a sense of hope, critical to the movement’s success.