Mentiness

A brand to measure and improve organizational wellbeing

Mentiness arrived at Soluble in 2022. Javier Serrano and Rebeca Calvo, its cofounders, had started the project a year earlier: a People Analytics SaaS that is complemented with quality services to improve mental health in organizations. This innovative way of combining People Analytics and intervention by qualified psychologists is what distinguishes Mentiness. It's also what turns their solution into a resource capable of generating measurable return on investment for companies. Ensuring team wellbeing and, likewise, business indicators.

They came to us to work on their brand: they needed a strategy and an identity to help them in that moment of growth, of making themselves known. And from the first conversations, we knew immediately that Soluble and Mentiness had much in common.

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Technology with human focus

In the early phases of the project we immersed ourselves deeply in understanding the platform and the philosophy behind it with the aim of shaping their brand strategy and identity. At that point we were already aware of the direct impact that Mentiness can and does have on the happiness of organizations and their people. We saw that it was a platform created from an ambitious vision to solve an urgent market need and one faced by companies and businesses. We saw that it was also eminently pragmatic, data-driven, improving climate from implementation and offering solutions and accompaniment of the highest quality.

We defined a brand strategy that positions Mentiness as the perfect union between technology and psychology, with a scientific and human approach. With a purpose that drives them to work toward giving mental health the importance it deserves in organizations. We rounded out the brand strategy, all those actionable concepts, with a wise-rebel personality. A key matter for developing an identity that reflected everything they truly are and that would also help us humanize their communication.

Making the invisible visible

We adopted an expert and inspiring tone of voice, using clear and accessible language to make the invisible visible. Speaking from expert knowledge but with the will to capture interest, to be understood. Putting ourselves in the shoes of those listening.

That's why, in this verbal identity the infinitive has strategic relevance. Its use helps us communicate different messages without giving orders or creating tension, adding rhythm.

The mirror effect

Mentiness gives us tools to know ourselves and, in a way, puts us in front of a mirror we should not fear: we must embrace it and act accordingly. From this more inspiring and emotional side of the brand emerges the concept that articulates the visual identity, the "mirror effect", with a design that reflects both the scientific and emotional side of the brand. And it is backed by the more scientific side, since all this is possible thanks to mirror neurons, which allow us to empathize with others and with ourselves.

Thus, the logo reflects the concept of the mirror effect by leveraging the symmetric nature of the "M" making a simple but direct visual play with the concept. All accompanied by rigorous typography with approachable details.

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Both the typography and the chosen colors reinforce the image of a professional and approachable brand. The color palette is predominantly grays, inspired by both technology and mirror reflections, but given a more human and approachable tone. It is complemented by a support palette for functional use in both graphics and metrics and in the Mentiness digital platform.

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New challenges for the brand

With Mentiness's growth came new challenges for the business, and the team understood that the brand was the answer to many of these new questions. We resumed the work to redefine their corporate website, with a focus on accessibility, and create effective commercial materials.

We analyzed their website, where both the team and their clients or investors found the information lacked clarity. It also fell short of conveying the full evolution of the product, the solutions, the team. That all-too-common "our current website doesn't tell our story."

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In this new phase, our approach focused on building a direct and accessible website. A new digital home for Mentiness, that clearly communicates their unique value proposition and the importance of prioritizing mental health for business, proving its ROI. We also kept their internationalization and conversion front and center, staying mindful of the conversations they'd need to have with potential investors.

At the same time, we had to address other touchpoints: commercial materials and social media. We worked to align them with the updated message their new website would now convey and, naturally, with Mentiness's visual and verbal identity.

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Participating in the conversation

After raising the bar across Mentiness's touchpoints, the team wanted to prepare itself to communicate in this new phase and do it sustainably, with coherence and impact. So we ran sessions with them where we shared keys to activating their brand, grounded in their strategy and identity. We talked about how to source ideas for generating valuable content for their audiences, how to apply the zoom in, zoom out methodology to build a flexible and realistic content calendar, how to nurture community… We also identified the opportunity to strengthen, using their own strategy, the personal brand of Rebeca, one of the key people in the project and a born communicator.

It makes us really happy to know that in recent months they've already taken their brand out to dance at the sector's biggest events. You can see them very active on social media, where they share content with a scientific yet deeply human approach, like true rebel wise ones.

Always by your side

Mentiness is moving forward with steady steps, positioning itself as a trusted partner and consolidating its presence in the market. And, from Soluble, we continue working hand in hand with them to transform mental health in organizations—starting with our own—and generate a positive and lasting impact. Shortly after completing the brand project, we made our first decision: integrating their platform into our wellness culture. And last year we took another step on this shared journey: we invested in Mentiness, sharing with the team our resources, experience, and expertise to take this common purpose further.

"At first we were at the point of simply wanting a logo and pretty colors, but at the same time we were struggling to write a single line that described us. Soluble helped us pull out all the messy ideas we had about the brand and presented them to us with a strategy and identity in which we felt 100% reflected. It was something very revealing and we realized how right it was to work with Soluble and everyone on the team".

Javier Serrano, co-founder & CEO

"We know that part of the success we're having these months, which includes the award for our innovative vision at the HR Innovation Summit, is thanks to our team, to having the best people and professionals walking by our side. With the Soluble team we feel we walk faster and with steady steps, toward a shared purpose called wellness".

Rebeca Calvo, co-founder & Head of Psychology

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