HEY, HET IS OKE

Branding is one of my passions: creating a feeling and reaching out through colours, graphics and tone of voice. Mental health conversations ask for softness; it's about complex, blurred feelings that don't fit into neat boxes.

The “Hey, It’s Okay” campaign is a fictive campagne aimed at creating open conversations about mental health, specifically targeting Generation Z. This generation faces increasing pressure due to the constant influence of social media, performance expectations, and a rapidly changing world, making it essential to normalize mental health as a topic and make it more accessible. With this concept, I aim to align the campaign more closely with Gen Z’s experiences by designing visual posters and digital content that are modern, relatable, and appealing to this young audience.

A fictive collaboration with the mental health organization MIND Us enhances the project by utilizing their expertise in mental health and building a broader social impact through visually strengthened social media presence. Additionally, a new element has been introduced in partnership with Pickwick: tea bag labels feature inviting messages that serve as easy conversation starters. This approach encourages natural discussions about mental health, even during everyday moments.

For this reason, I chose a mix of soft, blended colours instead of flat, single tones. The gradients bleed into each other rather than having hard edges, mirroring how emotions themselves rarely feel sharp or clear-cut — they blend, shift, and overlap. I deliberately made the shapes hazy and out of focus, so nothing feels too clinical or confrontational; it invites the viewer in rather than demanding attention. The organic, speech-bubble-like form softens the message further, turning "Hey, how are you really doing?" into an approachable, low-pressure question rather than a clinical prompt.