Services
Client
Year
Challenge
The mental health industry is saturated with "safe," clinical, and often corporate-feeling brands.
Naked Health, originally named Companion Health, had a powerful mission to provide immediate, tangible solutions for people suffering from panic and anxiety, but their identity was getting lost in a sea of “ordinary” wellness apps that focused on soft breathing exercises and generic advice. They needed to move away from being a “nice-to-have” companion and become a disruptive force that could truly liberate people from the “life-limiting” effects of fear.
Goal
The primary objective was to create a brand that didn't just talk about mental health, but changed the way people felt about it. The goal was to: Disrupt the Category: Break away from clinical tropes and "wellness" aesthetics. Humanize Anxiety: Use humor and radical honesty to disarm the fear associated with panic attacks. Build an Emotional Bond: Transition from a functional tool to a lifestyle brand with an "Outlaw" spirit.
The impact
The transformation from Companion Health to Naked created a brand that people actually wanted to be associated with, rather than just an app they used in secret.
Instant Differentiation: Naked immediately stood out in a crowded market, attracting a younger, tech-savvy demographic that was tired of “mindfulness” cliches.
Higher Engagement: By using humour and “radical honesty,” the brand lowered the barrier to entry for men and younger users who typically avoid clinical mental health services.
Cultural Relevance: The brand shifted from being a “mental health utility” to a “cultural movement,” proving that being Against Ordinary is the most effective way to drive real change in a traditional industry.
The approach
Against Ordinary executed a radical pivot in the brand’s DNA, moving from a "Caregiver" archetype to a blend of the Outlaw and the Jester.
Provocative Rebranding: We renamed the company Naked. The name serves as a metaphor for vulnerability, transparency, and being “stripped back” to your true self, free from the weight of anxiety.
Visual Narrative: We utilized classical statues (the original symbols of human vulnerability and perfection) as a core visual element. By juxtaposing these timeless figures with modern, bold typography and vibrant colors, we created a “high-art-meets-street” aesthetic.
Tone of Voice: We injected wit, sarcasm, and “jester” energy into the copy. Instead of clinical jargon, we used language that sounds like a friend who isn’t afraid to tell it like it is, making the brand feel approachable and disarming.
The “Liberation” Strategy: We positioned the brand as a tool for freedom helping users take off their panic and reclaim their lives through science-backed, immediate interventions.
