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Martin Hopkins Launches New Brand for Hapus Wales
Shaping the Hapus Brand Identity: A Mental Wellbeing Vision by Martin Hopkins & Public Health Wales
We’re excited to announce our latest collaboration with Hapus, a transformative mental wellbeing initiative by Public Health Wales. The project, a long but fruitful two-year journey, involved meticulous brand strategy, rigorous testing and thoughtful development of a unique and purpose-led brand in Wales.
This project stands out as a milestone in our portfolio, allowing us to channel our creativity and strategic thinking into reshaping the perception and promotion of mental wellbeing across Wales—a cause we are deeply passionate about. We take immense pride in crafting brands that truly resonate with their audiences and encourage change. Our dedication to mental wellbeing was significantly strengthened through our previous work on the Melo brand and website design, and it has further evolved during our journey with Hapus.
What is Hapus?
Hapus is a long-term strategic programme facilitated by Public Health Wales, dedicated to protecting and promoting mental wellbeing across the population of Wales. It provides evidence-based information on effective strategies to support positive mental health, sharing community insights about what matters most to them. Hapus offers a wealth of resources to help individuals safeguard and enhance their mental wellbeing, accessible directly on their website or through links to other trusted sources and actionable recommendations. The aim is to spark conversations and action on mental wellbeing throughout Wales. Public Health Wales collaborates with partners in the heritage, arts and culture, environmental, and physical activity sectors to amplify their message and empower people to prioritise their mental health.
Understanding the Essence of Hapus
Hapus is more than just a brand; it’s a movement. Rooted in the Welsh word for “happy,” Hapus embodies the vision of prioritising mental wellbeing as an integral part of life. Our task was to create a brand that not only stands out but also connects on a profound level with the diverse communities of Wales.
Branding Strategy: The Heartbeat of Hapus
Several core principles guided our strategy for Hapus:
- Community-Centric Approach: Hapus is designed to be owned by its audience. We wanted the brand to feel inclusive, encouraging public participation and fostering a sense of collective ownership.
- Flexibility and Adaptability: Inspired by a “scrapbook” concept, the Hapus brand is designed and built to evolve with the community’s contributions. This approach ensures that the brand remains dynamic and relevant as the landscape of Wales shifts and changes.
- Promoting Wellbeing Through Everyday Joys: The brand emphasises finding meaning and joy in everyday activities, from connecting with nature to exploring creative arts and fostering social connections.
Visual Identity: Bringing Hapus to Life
The visual identity of Hapus is vibrant and expressive, reflecting the brand’s mission to spark uplifting conversations about mental wellbeing.
Recognising that mental wellbeing looks different for everyone, the Hapus visual identity embraces a flexible application that accommodates diverse expressions of mental wellbeing. The brand idea? Mental wellbeing as a personal collage.
The brand is authentic and relatable, capturing real moments that inspire and connect with the audience. We crafted a tone and mood that feels genuine and inclusive, ensuring that everyone sees themselves reflected in the brand.
We’ll dive deeper into this soon in our brand case study – keep your eyes peeled!
Engaging the Audience: A Collaborative Effort
Hapus is for everyone, and our communication strategy reflects this inclusivity. We developed messaging tailored to various audience segments, recognising that each group has unique motivations and needs when it comes to mental wellbeing.
- Early Adopters: Individuals who already value mental wellbeing practices are encouraged to share their stories and inspire others in their communities.
- Broader Community: Reaching individuals and groups less familiar with mental wellbeing concepts, providing them with accessible and engaging information to start their own journeys.
A Bright Future Lies Ahead
Our journey with Hapus has been an extraordinary experience. We are honoured to have played a role in creating a brand that is set to make a significant positive impact on the mental wellbeing of people across Wales. At Martin Hopkins, we believe in the power of design to inspire change, and Hapus is a testament to that belief. Together, we are building a brighter, happier future, one conversation at a time.
We invite you to join us in this movement. Let’s make mental wellbeing a priority, for ourselves and for our communities.
For more information about the Hapus brand and to get involved, visit hapus.wales.
Watch this space for our full brand case study, coming soon!