Nurturing your support group identity.
2025
2025
2025
15 Weeks
15 Weeks
15 Weeks
Brand Identity, UI/UX, Motion Design
Brand Identity, UI/UX, Motion Design
Brand Identity, UI/UX, Motion Design
The Team
The Team
Bowdyn Green*
Bowdyn Green*
Graphic Designer
Graphic Designer
The Team
Bowdyn Green*
Graphic Designer
Across Aotearoa, hundreds of peer support groups work quietly in the background of communities providing connection, understanding, and hope for those navigating mental health challenges. Yet, while their work is deeply human, their presence often stays invisible. Many of these groups exist without clear visual identities, websites, or communication tools. Their messages of care are dampened by a lack of design resources.
Across Aotearoa, hundreds of peer support groups work quietly in the background of communities providing connection, understanding, and hope for those navigating mental health challenges. Yet, while their work is deeply human, their presence often stays invisible. Many of these groups exist without clear visual identities, websites, or communication tools. Their messages of care are dampened by a lack of design resources.
Problem Statement.
Problem Statement.
Problem Statement.
“How can branding help peer support groups feel safer, more approachable, and emotionally supportive to those in need?”
“How can branding help peer support groups feel safer, more approachable, and emotionally supportive to those in need?”
The Mission.
The Mission.
The Mission.
Bloomwell began as a response to this imbalance with a design system built to help peer support groups feel safer, more approachable, and emotionally supportive to those in need.
Bloomwell began as a response to this imbalance with a design system built to help peer support groups feel safer, more approachable, and emotionally supportive to those in need.
Strategy & Research.
Strategy & Research.
Strategy & Research.
Strategy & Research.
Strategy & Research.
Strategy & Research.
2 Weeks.
2 Weeks.
2 Weeks.
Brand Identity.
Brand Identity.
Brand Identity.
8 Weeks.
8 Weeks.
8 Weeks.
Website Prototype & Design.
Website Prototype & Design.
Website Prototype & Design.
4 Weeks.
4 Weeks.
4 Weeks.
Promotional Material.
Promotional Material.
1 Weeks.
1 Weeks.
1 Weeks.
Methodology.
Bloomwell’s methodology follows a cyclical model of Understand → Experiment → Systemise → Re-evaluate, designed to mirror the iterative nature of community-centred design. This approach ensures continual reflection, adaptation, and co-creation throughout the project.
Bloomwell’s methodology follows a cyclical model of Understand → Experiment → Systemise → Re-evaluate, designed to mirror the iterative nature of community-centred design. This approach ensures continual reflection, adaptation, and co-creation throughout the project.
Phase One: Understanding
Phase One: Understanding
Phase One: Understanding
The first phase focused on understanding the people behind peer support groups the facilitators who nurture small communities often with minimal resources. Research began with an informal interview with a sexual harm support counsellor who also manages her own peer group. This conversation revealed a recurring tension: facilitators wanted to present themselves professionally, but lacked the time, tools, or confidence to do so.
The first phase focused on understanding the people behind peer support groups the facilitators who nurture small communities often with minimal resources. Research began with an informal interview with a sexual harm support counsellor who also manages her own peer group. This conversation revealed a recurring tension: facilitators wanted to present themselves professionally, but lacked the time, tools, or confidence to do so.
Phase Two: Experimenting
Phase Two: Experimenting
Phase Two: Experimenting
Alongside this qualitative insight, a survey of New Zealand’s online registered public support groups revealed a striking statistic: 47% of them had no branding at all. No logo, no colour, no visual consistency. This became the defining problem statement for Bloomwell and the visual metaphor of the project’s presentation: half-filled icons standing for the groups that are still unseen.
Alongside this qualitative insight, a survey of New Zealand’s online registered public support groups revealed a striking statistic: 47% of them had no branding at all. No logo, no colour, no visual consistency. This became the defining problem statement for Bloomwell and the visual metaphor of the project’s presentation: half-filled icons standing for the groups that are still unseen.
Alongside this qualitative insight, a survey of New Zealand’s online registered public support groups revealed a striking statistic: 47% of them had no branding at all. No logo, no colour, no visual consistency. This became the defining problem statement for Bloomwell and the visual metaphor of the project’s presentation: half-filled icons standing for the groups that are still unseen.
Phase Three: Systemising
Phase Three: Systemising
Phase Three: Systemising
The experimental stage was iterative, combining visual design, language testing, and ethical technology exploration. Each experiment aimed to answer a different question about accessibility, tone, and adaptability within Bloomwell’s system.
The experimental stage was iterative, combining visual design, language testing, and ethical technology exploration. Each experiment aimed to answer a different question about accessibility, tone, and adaptability within Bloomwell’s system.
Brand Identity.
Brand Identity.
Brand Identity.
Establishing the Design Direction
After identifying that 47% of Aotearoa’s peer support groups had no branding, the project’s first challenge was to define what care looks like visually. Rather than defaulting to soft colours or generic health motifs, I explored how design language could feel safe, not just look it.
After identifying that 47% of Aotearoa’s peer support groups had no branding, the project’s first challenge was to define what care looks like visually. Rather than defaulting to soft colours or generic health motifs, I explored how design language could feel safe, not just look it.
Logo Minimum Size.
When significantly reduced, the logo will become illegible. These are the pixel size units we recommend staying within to preserve the quality of the logo.
When significantly reduced, the logo will become illegible. These are the pixel size units we recommend staying within to preserve the quality of the logo.
When significantly reduced, the logo will become illegible. These are the pixel size units we recommend staying within to preserve the quality of the logo.
Logo Dont’s.
A few rules are necessary for maintaining the integrity of the brand. Don't compromise the overall look of the logo by rotating, skewing or distorting in any way -that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. here are a few examples of some ways you should never ever consider using the logo.
A few rules are necessary for maintaining the integrity of the brand. Don't compromise the overall look of the logo by rotating, skewing or distorting in any way -that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. here are a few examples of some ways you should never ever consider using the logo.
A few rules are necessary for maintaining the integrity of the brand. Don't compromise the overall look of the logo by rotating, skewing or distorting in any way -that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. here are a few examples of some ways you should never ever consider using the logo.
Colour Palette & Type.
Colour Palette & Type.
Colour Palette & Type.
The colour palette combines bright primaries (blue, yellow, green, red) with muted secondary tones. This balance allows for both energy and calm a visual metaphor for healing and optimism.
The colour palette combines bright primaries (blue, yellow, green, red) with muted secondary tones. This balance allows for both energy and calm a visual metaphor for healing and optimism.
Brand Guideline Document.
Brand Guideline Document.
Brand Guideline Document.
Digital Marketing
Digital Marketing
Promotional Campaign
Promotional Campaign
Promotional Campaign
Our team created a full campaign to celebrate the launch of the FloraLink App including physical seed packets and collectible cards.
Our team created a full campaign to celebrate the launch of the FloraLink App including physical seed packets and collectible cards.
Part One: Informational Flyer
Part One: Informational Flyer
Part One: Informational Flyer
The flyer serves as Bloomwell’s first point of contact explaining the purpose of the platform, the 47% problem, and showing before-and-after examples of branded versus unbranded groups. It’s concise, visually uplifting, and designed to be shared at conferences or mailed to local facilitators.
The flyer serves as Bloomwell’s first point of contact explaining the purpose of the platform, the 47% problem, and showing before-and-after examples of branded versus unbranded groups. It’s concise, visually uplifting, and designed to be shared at conferences or mailed to local facilitators.
Part Two: Posters and Business Cards
Part Two: Posters and Business Cards
Part Two: Posters and Business Cards
A series of posters extend the brand’s voice into physical spaces waiting rooms, community halls, and noticeboards. Each uses the approachable Bloomwell language paired with imagery from real-world mock-ups to help facilitators imagine their own presence in these contexts. Business cards include a “share with a friend” referral code that rewards both users with free access reinforcing Bloomwell’s community-first ethos.
A series of posters extend the brand’s voice into physical spaces waiting rooms, community halls, and noticeboards. Each uses the approachable Bloomwell language paired with imagery from real-world mock-ups to help facilitators imagine their own presence in these contexts. Business cards include a “share with a friend” referral code that rewards both users with free access reinforcing Bloomwell’s community-first ethos.
Part Three: Promotional Envelope
Part Three: Promotional Envelope
Part Three: Promotional Envelope
The third part of the package introduces an envelope containing printed examples of Bloomwell templates. By physically holding these designs, facilitators can see the difference a cohesive identity makes turning an abstract concept into a tangible sense of possibility.
These materials are designed to travel, to be displayed, handed out, and talked about carrying the message that professional design can also be human and inclusive.
The third part of the package introduces an envelope containing printed examples of Bloomwell templates. By physically holding these designs, facilitators can see the difference a cohesive identity makes turning an abstract concept into a tangible sense of possibility.
These materials are designed to travel, to be displayed, handed out, and talked about carrying the message that professional design can also be human and inclusive.
Website Development
Website Development
Website Development
Making design easy for non designers.
Making design easy for non designers.
Developing The Website.
Developing The Website.
starting off with a lo-fi prototype the website went through multiple stages of development and finished as a fully polished working website.
starting off with a lo-fi prototype the website went through multiple stages of development and finished as a fully polished working website.
Drag Image to see a before & after
Drag Image to see a before & after
Walkthrough Video.
Walkthrough Video.
