---
title: "MindBeacon: Naming & Brand Identity | Gene"
description: "Naming and brand identity case study: how Gene created a new name and brand for MindBeacon, connecting people with certified CBT therapists for accessible, affordable mental health care."
image: https://geneworldwide.com/hubfs/gene-migration/assets/uploads/2024/06/MindBeacon-768x422.png
---
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Case study
# MindBeacon
A new name for accessible mental health care, built to connect people with certified CBT therapists, affordably, anywhere.
IndustryMental Health & Digital TherapyServicesNaming, Brand Identity Design, Brand Strategy
01 Strategy
## Mental health support, harder to reach than it should be.
CBT Associates set out to redefine how people connect with certified CBT therapists, building a brand strong and accessible enough to reach anyone seeking affordable mental health support, anytime, anywhere.
That meant designing for trust from the first click, a digital experience that felt as credible and human as sitting across from a therapist in person.
02 Identity
## A name and identity built with clinicians, from day one.
MindBeacon.
03 Messaging
## A brand built with clinicians, for real people.
Facilitated sessions with clinicians shaped a brand identity, UX, and front-end experience designed for ease of use and genuine emotional connection.
Four animated videos addressed sensitive mental health topics through real patient experiences, supported by a national PR push during Mental Health Awareness Week and a three-month paid and organic social strategy.
Intro
04 Activation
## A trusted name in digital mental health.
A new website, a speaker and sponsorship program, and consistent national coverage transformed MindBeacon into a recognizable, trusted brand across the mental health landscape.
Campaign
05 Measurement
## Campaign results.
Media placements
45+
Secured during launch week
Website traffic
+120%
Increase following relaunch
Brand awareness
+33%
Lift in tracked awareness
Social reach
3.8M
Impressions across the campaign
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