Founded by Oren and Roni Frank in 2012, Talkspace is a leading provider of online therapy services, with a mission to make therapy more accessible and affordable for everyone.
After the merging with Hudson Executive Investment Corp., experiencing significant growth during the COVID-19 pandemic, and faced several controversies and lawsuits. The rebranding process offers an opportunity for the company to transition from a negative image to a more positive one, showing its commitment to an improvement.
Source: Koto Studio
Talkspace introduced its new brand identity on May 1st, the start of Mental Health Awareness Month, with a campaign running throughout the month to promote the new brand and focus on the importance of mental health awareness.
Source: Koto Studio
As they collaborated with Koto, a creative agency based in London. Koto helped bring this fresh new look to life, ensuring it reflects the company’s 12-year journey and commitment to accessibility. Here are some elements of Talkspace's new identity:
- A flexible 'T' design that changes and adapts, tying the visual style together in various settings.
- The new brand embraces 'Exposure' as its headline typeface and 'Oldskool Grotesk' to add depth.
- The color palette features two shades of turquoise—Truth Teal and Trust Teal—and secondary colors like Optimism Orange, Balance Blue, Lifted Lemon, and Soft Pink.
- Authentic members' faces and voices showcase the original settings, focusing on mental health as part of everyday life.
Source: Koto Studio
Source: Koto Studio
Talkspace's roll out the new brand with a campaign theme, “Talk it Out,” encourages individuals to share their experiences with therapy and mental health, highlighting the diverse ways people engage with therapy. It also emphasizes the importance of embracing emotions and learning from therapy sessions.
Source: Koto Studio
The campaign features real members sharing their stories about their experiences with therapy, including social media posts, videos, and other digital content that motivates users to share their own mental health journeys.
Talkspace's rebranding effort is a important step forward in normalizing therapy and making mental health care a part of everyday life. The company's future plans focus on continued expansion and innovation in mental health care. They aim to make therapy more accessible than ever before, ensuring everyone can get the help they need without feeling overwhelmed.
As Jon Cohen, M.D., CEO of Talkspace, says:
Time-to-therapist is a very big deal.
Therefore, by making therapy more approachable and accessible, Talkspace is helping break down barriers that often prevent people from seeking help.
