Mind are the UK’s foremost mental health charity, providing advice and support to empower anyone experiencing a mental health problem. They campaign to improve services, raise awareness and promote understanding.

Mind approached Alchemy Mill to help support them in their rollout and development of their refreshed brand identity.

We were contacted while the brand was being completed and were able to assist Mind’s brand team with the finalisation of design rules and decisions through the creation of several seminal toolkits and resources – providing conceptual explorations that have helped shape the best practice for ongoing collateral within the brand guidelines.

The new identity required strict adherance to accesibility and layout considerations to assist users with reading difficulities.

Resources that we have created include; the 10 part interactive ‘Mental and Physical Activity Toolkit’, ‘Workplace Wellbeing Training series of Powerpoint presentations, ‘When Physical Activity Becomes a Problem’ infographics/tips/factsheets plus the Mind Tone of Voice Guide. Reports have included; ‘Trying to Connect’, ‘ Moving Towards Better Mental Health’, ‘Mental Health in Elite Sport’.


Feature Reports
Training Guides
Educational Resources
Interactive Toolkits
Social Media Assets
Illustration Style Matching
Bespoke Iconography
PowerPoint Presentations
PowerPoint Templates
Animated Infographic Videos
Legacy Video Brand Updates
Case Studies

The 10 part interactive ‘Mental and Physical Activity Toolkit’, is made up of a variety of guides. Each one provides guidance, tools, templates and good practice case studies to help organisations provide an inclusive and welcoming environment for people experiencing mental health problems to be physically active.

Take a look at the Toolkit here.