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Brand Narrative for Pioneering Mental Health Startup 

The World Health Organization reports that over 450 million people globally are suffering from a mental health condition. As the public perception around mental health has evolved for the better, the stigma sadly remains prevalent in many communities.


Shimeji Creatives was approached by a US-based mental health startup to work on their brand narrative and brand strategy. The founder recognized in her practice and through experience how misconceptions, barriers, and stigma surrounding mental health are affecting communities of colour.



Brand Strategy

Brand Narrative

Content Strategy 

Minds iHealth Solutions



Cultural Competence in Mental Health

Minds iHealth Solutions is on a mission to advance health equity and address mental health disparities among underserved groups through community-based initiatives and treatments, including psychedelic medicine.


The founders mandated the brand communication to be approachable, culturally informed and insightful.


Fuelled by extensive research, Shimeji Creatives developed culturally attuned language and communication for the brand.


We recognised that a lack of inclusion in visual and written narratives largely excluded marginalised communities from the conversation. 

Between Tech and Inclusivity


Our team has studied the competitive landscape in the US and Europe and conducted extensive research into the mental health sector. 


Our clients were focused on educational projects, evidence based therapeutic solutions as well as technological solutions.


The success of startups like Calm and Headspace has moved the conversation around mental well-being being an intrinsic part of a person's overall well-being forward. 

Minds iHealth Solutions focuses specifically on streamlining the process of psychotherapy and targets audiences from underrepresented backgrounds. 

The feelings of trust and belonging centred the brand narratives for MindsiHealth. 

Inclusive Language in Healthcare


Our holistic approach and collaborative processes are transformative for brands.

At Shimeji Creatives, we recognise the importance of words and symbols as the foundation for a strong connection between brand and audience.


Conscious of the importance of delivering brand narratives across all platforms, we provide brands with powerful tools to ensure a positive impact and drive change. 

We created the brand tone of voice, user personas, defined the brand vision and designed the brand narratives.

Startup Brand Strategy
with Purpose 

At Shimeji Creatives we create brand strategies for purpose-driven startups at every step of the journey. 


We create imaginative bridges between the founder's vision and the audience's perception. Informed by research and built on skilled expertise - every brand and project is unique.


The startup brand strategy process is collaborative and built around the needs of the founding team.


We have established and streamlined a proprietary methodology to be integrated with a tailored client experience. 

Our Strategy & Narrative Services

Brand Strategies
for Inclusive Brands  

At Shimeji Creatives we work with startups and established brands on brand strategies and brand narratives.

From the early stages of brand naming and brand design to pitch decks and launch strategies, we help brands to engage audiences and stakeholders with purpose.


Your next step in brand strategy starts with a conversation. 

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