Our task
The illustration style needed to integrate with the existing identity system, creating a cohesive visual language. It had to effectively communicate real-life moments, sensitive subject matter and conceptual ideas while staying true to the brand’s values of optimism, progressiveness, inclusivity, and practicality.

Getting the approach right
We collaborated closely with headspace youth advocates (hyNRG) to tackle the challenge. Together, we worked to further explore the role of illustration and define additional objectives:

1. Easy to replicate
   The illustration style will need to be easily replicated in the future.
2. Capture emotion
   Convey a wide range of human emotions, helping to discuss mental health with empathy.
3. Resonate with youth
   Engage with young people across a broad age range, making the content relatable to both teenagers and young adults.
4. Be diverse
   Represent all forms of diversity.

Distinctive and flexible
The developed illustration style combines a simple graphic approach softened with photographic textures. The style can stretch across objects, people and scenes and be easily animated. It builds on the core headspace colour palette with supplementary colours to reflect diversity.

A growing resource
We’ve created over 200 illustrations, videos, and animated GIFs in the new style. Proving an essential tool for communicating complex and challenging concepts, both Milo&Co. and other agencies use the assets across a wide range of platforms and applications, including social posts, awareness campaigns, onboarding videos, and informational fact sheets.