Building a Mental Health Brand End to End
The Partnership
Sana Fatima, CEO & Founder of Mysafetherapy, came to Groie with a clear vision for what the UK mental health space was missing. A therapy brand that felt safe before it felt clinical. One that met people in their most vulnerable moments with warmth, not waiting-room formality.
Our job was to translate that vision into every pixel, every page, every piece of copy, and every system that would carry it to the people who needed it. We took on MySafeTherapy as a full end-to-end build. Brand, product presence, growth engine, and everything in between.
Deep Space AI
The Brand Identity, Built From the Ground Up
The logo
Designed in-house to read approachable first, credible second. Rounded forms, custom letterforms, engineered to feel like a hand extended rather than a door opened.
The logo
A bespoke palette developed to hold calm and clarity at the same time. Warm enough to disarm a first-time visitor, clean enough to signal professional care. Every shade was tested for emotional register, accessibility, and cross-platform consistency.
Typography and voice
A bespoke palette developed to hold calm and clarity at the same time. Warm enough to disarm a first-time visitor, clean enough to signal professional care. Every shade was tested for emotional register, accessibility, and cross-platform consistency.
The logo
A full visual language covering illustration style, photography direction, iconography, layout grids, motion principles, and application rules. A guideline system that could scale from a reel caption to a merchandise tag without losing coherence.
Googloo, The Brand
Mascot We Created
Googloo is an original character we designed, named, and built into a brand asset for MySafeTherapy.
Googloo is the soft first hello on a page that might otherwise feel heavy. A mascot that carries the brand's warmth across every touchpoint, from the homepage hero to reel stickers to merchandise.
Googloo is not a decoration. He is a purpose-built conversion asset. When a first-time user arrives on a therapy website, the hardest barrier is not price or availability. He has a design system of his own. Poses, expressions, scene compositions, motion rules. Everything we needed to let him live consistently across web, social, and print.
A Hand-Illustrated Website, Not a Stack of Stock Images
MySafeTherapy's website is hand-illustrated, end to end. Not a single royalty-free image, not a stock photo, not a generic mental health stock vector. Every scene, every character, every background, every texture was drawn in-house.
We made that choice on purpose. Stock photography is the visual tell of a brand that has not thought about its audience. When someone lands on a therapy site and sees the same grey stock photo they have seen on a dentist's page, a consulting firm's page, and a SaaS landing page, the trust contract breaks before a single word is read.
Represent everyone
We illustrated people without defaulting to the narrow demographics stock libraries over-index on.
Control emotion
Every illustrated scene was composed to match the emotional register of the copy beside it. Calm where calm was needed. Energy where the brand needed to lift.
Own the look
We illustrated people without defaulting to the narrow demographics stock libraries over-index on.
Beyond the illustration work, the site itself was architected for the moment. Information hierarchy was built around hesitation, not hard conversion.
The booking flow was designed so a user could move forward or step away without shame. Page speed, accessibility, and mobile responsiveness were treated as brand responsibilities, not engineering afterthoughts.
The Content and SEO Engine
A beautiful brand that nobody finds is a portfolio piece. We built MySafeTherapy, the engine that brings people in.
Content marketing system. We built the publishing engine from scratch. Audience research, keyword universe, topic clusters, editorial calendar, content briefs, SEO-first architecture, and production workflow. Every article was written to meet a real person at a real moment of search intent.
For a new domain in the UK mental health space, where competition includes NHS-adjacent publishers, long-established therapy directories, and global wellness brands, this is a genuinely hard curve to pull off.
The Inbound System for Internal Queries
We built MySafeTherapy's internal inbound system so that no incoming message ever got dropped. Every enquiry, booking request, partnership query, or support message now flows through a routing and response workflow we designed specifically for the team's capacity and the sensitivity of the category.
The system handles triage, acknowledgement, assignment, and follow-up. For a mental health brand, the stakes on any given message are higher than in most categories. We built the pipes accordingly
Webinar Marketing
We turned webinars from a standalone calendar event into a full conversion funnel. Landing pages, registration flow, email nurture, reminder sequences, live-day logistics, and post-webinar follow-up were all designed as one connected journey.
above the industry benchmark for
free webinars.
discovery to registration to
attendance to conversation.
Social Media and Instagram Reels
We run MySafeTherapy's social media and reels production in-house. Creative direction, scripting, editing, captioning, and scheduling all sit under one roof at Groie.
These are not one-off spikes. They are a pattern. Every reel we ship hits the benchmark because the creative system underneath it is built to hit the benchmark.
A few of our posted reels performed;
- 20,000+ views
- 500+ likes per reel.
- A visual identity on the feed that is instantly recognisable as MySafeTherapy, not because of a logo, but because of the whole composition.
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Merchandise
We designed and produced MySafeTherapy's merchandise line. Apparel, accessories, and give-away pieces that extend the brand off-screen and turn early community members into visible advocates.
The merch is built on the same illustration system and brand language as the website, so a Googloo on a t-shirt reads as the same brand as a Googloo on a blog header.
Conference and Event Marketing
We run MySafeTherapy's social media and reels production in-house. Creative direction, scripting, editing, captioning, and scheduling all sit under one roof at Groie.
These are not one-off spikes. They are a pattern. Every reel we ship hits the benchmark because the creative system underneath it is built to hit the benchmark.
Pre-event positioning
Announcement campaigns across social and email to signal Sana's presence at the event, seed conversations with attendees in advance, and turn a booth slot into a destination.
On-ground brand presence
Booth design, banners, printed collateral, one-pagers, and branded giveaways. All of it carries the same illustration system, Googloo, and tone of voice that lives on the website. No disconnect between the digital brand and the physical one.
Live social coverage
Reels, stories, and posts shot and cut around Sana's conversations, panels, and booth moments. The brand didn't just attend conferences. It broadcasts from them.
From the Client
What This Case Study Is Really About
Most agencies deliver a deliverable. A logo. A website. A content calendar.Groie built MySafeTherapy a complete operating system. Brand identity, mascot, hand-illustrated web experience, content engine, inbound system, webinar funnel, social and Reels production, and a physical merchandise line, all built in-house, all interlocking, all carrying the same voice and visual language.
Every piece of MySafeTherapy that a user, a partner, or a future hire can see, read, or touch came through us. That is the work we do. That is the work this case study documents.
Thinking about building something people have to trust before they'll try? That is the exact work Groie is built for. Talk to us.