Lena by Inspire

Branding Ireland's leading mental health & wellbeing provider

Introducing Inspire

Inspire Wellbeing is an all-island charity and social enterprise with the mission of wellbeing for all. By working alongside people living with mental ill health, intellectual disability, autism and addictions, the Inspire Wellbeing team enables affected communities to live with dignity and realise their full potential. Motivated to create a community free from stigma and discrimination, and a culture of compassion that focuses on people and their abilities - the Inspire Wellbeing agenda is a cause we are proud to get behind.

The Brief

The Inspire team are experts in delivering all-Ireland mental health and wellbeing services through their parent charity; the senior leadership team identified an revenue generation opportunity, by branding and marketing their expert support as a saleable package for businesses and educational establishments to support their people. Inspire Wellbeing appointed Whitenoise as their creative partner, to craft the brand for this corporate division of their organisation, including delivery of a full suite of marketing materials to aid them in their important work.

Our Solution

In recognition of the new market and audience being targeted, Whitenoise recommended an initial phase of research and workshops, ahead of creative development. Within these sessions, our Creative Strategist and Senior Designers facilitated working sessions, to formalise and agree the objectives of this new venture, the key messaging and the brand persona to best appeal to the new market.

The findings from these workshops demonstrated that a distinct name and brand would best assist the team in selling the organisation’s services to businesses and educational establishments, as a separate brand of work to the main charity.

The new name should still suggest the core competencies offered by the team: expertise, credibility, positivity and a human touch that sets the organisation apart. Following our proven naming convention process, Lena by Inspire was born. With its roots in Greek, signifying a ‘light’ or ‘torch’, this personable brand name alludes to how the organisation leads the way, with light, to those in need: the addition of ‘by Inspire’ served as a nod to the roots of the business as a highly credible, charitable organisation.

The rich insights uncovered in the workshopping phase set Whitenoise up for success in developing a brand identity for Lena by Inspire, as the team were deeply immersed in the rationale and purpose of the venture: we understood the nuanced ways visuals and language had to work together to appeal to decision-makers in the business and educational communities, presenting Lena as an expert authority, but with a gentle and humanistic side that could be trusted with sensitive matters.

“We couldn’t be happier with our rebrand. It captures who we are and what we stand for – making mental health and wellbeing a priority in every workplace and student facility throughout Ireland. This fresh new look really helps us connect better with the people and organisations we support every day, as well as to promote and showcase what we do to others who would potentially benefit from our services and support.”

- Alex Bunting, Group Director, Lena By Inspire

"Working with the design team in Whitenoise was a truly great – and a fully collaborative experience right from the get-go. They really took the time to understand our values and our vision, and we were fully involved and listened to throughout the whole process – from conception to implementation. I wouldn’t hesitate in recommending them to others.”

- Kelly Gilliland, Assistant Director, Lena By Inspire

The Results

Whitenoise is skilled in creating brands that make an impact, but equally, we specialise in brands that will stand the test of time. We were proud to create the Inspire Wellbeing and Therapeutic Service parent brand in 2015 and we worked to ensure that this new Lena by Inspire brand would have the same impact and longevity. By adhering to best practices in design and branding our team made strategic choices to ensure the brand will work flexibly across all formats needed: today and for the future.

As a new sub-brand for Inspire, Lena by Inspire required a full roll out: from stationery to posters, a new website to promotional brochures (and much more in between). The strength of the branding was demonstrated anew in the roll out, as the robust testing carried out at development stages allowed for new assets to be rolled out intuitively and with ease: be it social graphics, a branded notebook or a desk calendar.

Even as a new sub-brand for the organisation, Lena by Inspire is already starting to establish itself and show its versatility, as we use the wider Lena brand assets and colour palettes to define a look and feel for materials to speak to students. Watch this space for the evolution of Lena by Inspire, as it continues to build a market-leading approach to mental health services!

20+

hours of stakeholder engagement

100+

corporate businesses impacted

40+

unique brand assets created

“Joining the studio and leading on the creation of the new brand for Lena by Inspire has been an incredibly rewarding experience. From the outset, collaborating with our talented team and the passionate minds at Lena by Inspire made every stage of the branding process impactful and fulfilling.

Seeing our work in this very important sector take shape was a proud moment for me as a designer. It was a true privilege and a fantastic experience I’ll always value, a career defining moment for sure."

- Will McIlroy, Brand Designer

“It was a career highlight to lead the workshops and strategic development of Lena by Inspire.

The key client stakeholders were highly collaborative and engaged in the process from the outset, which reaped serious rewards for everyone involved.

We were on the same page at each step, leading to very focussed and strong creative responses – the biggest challenge was trying to choose which treatment came out on top, which is always a great sign!”

- Kat Robinson, Creative Strategist

“I was honored to join the Lena by Inspire team, as this project has been an incredibly rewarding experience. Leading the roll-out stage allowed me to witness the transformation of Lena by Inspire from vision to reality, and it’s been inspiring to see it come to life. Collaborating with such a passionate and dedicated client team made the entire process very enjoyable for me as project manager. I’m thrilled to see the potential of Lena by Inspire unfold and excited for its growth, especially as we begin with its distinct and engaging look and feel for student-facing materials.”