When it comes to the mental health crisis, support and togetherness is key in helping people stand up and fight back, but the clinical or negative-seeming content and resources can often reinforce the feelings felt by those suffering. Anxiety Fight Club was born to stand against this and set out to provide support with a community built on comradeship, good humour, and the brilliance of the human spirit

We teamed up with Anxiety Fight Club ahead of its launch to design and art direct a unique brand identity and library of visuals for use across social media, merchandise and apparel. Our challenge was to create a brand look that would broaden the dimensions of the mental health conversation and provide uplifting support to a broad spectrum of people whenever they needed it.

Our mission was to provide personal choice. From skaters to surfers and the preppy collegiate, each look explored the tastes and characteristics of the audience, inviting them to people to pick a favourite so they could join and feel part of a team that was there for them. Though different in style, each look was connected by the Anxiety Fight Club brand spirit: playful, tongue-in-cheek and defiant.