AbleTo

AbleTo is an evidence-based virtual mental health therapy and coaching brand as it prepares to launch its consumer self-guided platform called Self Care+. Their brand promise: lowering MH barriers one step at a time. My role was to lead their brand refresh and run their Brand Studio.

AbleTo is a cognitive behavioral therapy (CBT) health platform for mid-life to senior individuals experiencing moderate anxiety and depression. The platform offers 1:1 virtual therapy programs and in-app self-serve content via Self Care+. Individuals are eligible for AbleTo through healthcare providers, but one of the biggest challenges is reducing mental health stigma.

I was hired to reposition AbleTo’s brand and evolve its visual and verbal expressions across marketing and product end-to-end experiences. I established a design direction for campaigns and key marketing initiatives to drive brand awareness for various target audiences. The aim of the brand evolution was to create a unique look, feel, and voice that evoked relatable human energy, moving AbleTo away from a rigid healthcare aesthetic.

The Favorite Auntie archetype is warm, selfless and motivating.

Interacting with the brand should feel akin to getting hands-on, practical advice from your most supportive aunt or grandmother.

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