Hapus

The programme needed a clear and accessible identity that could work across a wide range of audiences, communities and contexts across Wales. As a national initiative, it also needed to reflect the diversity of lived experience – recognising that everyone’s relationship with mental wellbeing is different, and ensuring the brand felt relevant and representative to as many people as possible.

Alongside this, the identity needed to support a broad communications programme, providing clarity and consistency while remaining open enough to adapt over time as the conversation around mental health continues to evolve.

The people are the brand

We built the brand around a simple but powerful idea: that mental wellbeing is personal, varied and constantly evolving. Rather than creating a fixed system, we developed a flexible framework designed to grow with the programme over time. This allows Hapus to adapt to new voices, stories and community contributions, while maintaining a clear sense of identity.

The aim was to create something that felt human from the outset – less about rigid definition, and more about participation, expression and shared understanding.

The visual identity is intentionally open and adaptable, designed to support ongoing engagement and contribution. A scrapbook-inspired approach forms the foundation of the system, allowing different elements to sit together in a way that feels collected and evolving over time. This creates a sense of openness, where the brand can shift and grow without losing coherence. Photography plays a central role, focusing on real people and everyday moments across Wales. The imagery is natural and unposed, reflecting lived experience rather than staged representation.

Typography combines a confident sans serif with a more human serif, creating a balance between clarity and warmth.

Hand-drawn icons and real handwriting add another layer of expression, reinforcing the idea that wellbeing is individual, and that there is no single way it should look or feel. The colour palette is bright and uplifting, chosen deliberately to bring optimism and energy to the brand, reflecting the idea of Hapus as a positive space within mental wellbeing.

The result – The Hapus brand launched with a strong and flexible foundation, giving Public Health Wales a clear platform to communicate the programme with consistency and clarity. Designed to evolve, the identity will continue to grow over time, alongside the people and communities it is designed to support.

Inspiring hope and kindness

At its core the Hapus brand is deeply human – the programme is designed in a way that allows each and every person in Wales to become part of the brand. Hapus’ tone of voice is friendly and inviting, aiming to bridge the gap between different social groups effortlessly. Hapus will provide ideas on accessible and low-cost or no cost activities the public can engage in to help protect and promote their mental wellbeing. It is compassionate and forgiving, acknowledging barriers individuals may face to improving their mental wellbeing, however, it remains optimistic and driven for a better future.