The Wellness Organization's mission is to deliver mental health support to people managing chronic illness while lobbying for change across Canada's provincial and territorial health care systems. People with chronic illnesses are up to four times more likely to suffer from mental illness, so developing a brand identity that could stand out against the crowded medical space was paramount in fulfilling the goals of the Wellness Organization. The brand needed to feel human, welcoming and approachable to everyone involved in delivering and receiving care so that those who need help can feel like they will receive it just by looking at the brand. In order to accomplish this, a full brand identity was created, taking special consideration for colour, typography, illustration and understanding the brands that the Wellness Organization will be working with. Components of the identity included illustration, website and digital experiences, interior design and brand guides.