Case study

Mentis Statum

I refreshed the brand identity and rebuilt the website, introduced a new brand icon and ensured meaning, accessibility, and continuity for the existing community.

Mentis Statum is a Norfolk-based mental health charity founded by Ali Law. The organisation raises awareness and funds through branded clothing and collaborative artist-designed merchandise, with proceeds supporting charities such as Mind.

This repositioned Mentis Statum as a supportive community brand, rather than just a clothing storefront.

Mentis Statum social templates on phones

The problem

The existing Shopify website and brand lacked clarity, emotional resonance, and a strong identity. The charity needed a clear, supportive brand experience that encouraged belonging, conversation, and contribution.

Key issues

A confusing brand message and weak visual consistency
A website that did not effectively communicate the mission or support community engagement
No structured social media content approach
Need to maintain Shopify due to founder familiarity, while significantly improving quality

My solution

Brand Identity Development

Conducted persona and user research to understand tone, language and emotional motivators
Introduced the “Keep Going” concept using a semi-colon symbol to reinforce mental health advocacy and continuity
Developed brand patterns, colour palette and typography system
Created a formal brand and clothing guide for future collaborations

Website Rebuild

Designed UX architecture and UI in Figma, then built the site in Webflow
Converted to a Shopify theme via Udesly, enabling the founder to manage the store independently
Expanded the site to emphasise support resources and community value, not just sales