bE OK
Brand Identity | Editorial design | Social Media Design
Gen Z often finds traditional approaches to therapy cold and clinical. BeOk offers a fresh way to help them get comfortable with uncomfortable feelings.
Using more a down-to-earth approach and playful language, it introduces new attitudes and information through a book, podcast and social media.
Mentorship projects with Trista Capitano.
How it started?
Ironically, this project began as the very thing it now challenges: blank, clinical, and emotionally distant. I was following the usual blueprint of mental health branding — soft colours, calming copy, safe design. But it didn’t feel honest.
What was missing was realness — the kind that acknowledges that emotional pain doesn’t always look soft and pastel.
The Solution
BeOk doesn’t shy away from discomfort — it leans into it. It invites you to take responsibility, reflect deeply, and be okay with feeling not-so-okay.
The branding is bright, punchy, and a little bit weird — on purpose. The use of circles draws from trypophobia, the discomfort people feel when seeing repetitive holes or patterns. It’s a subtle visual metaphor for emotional unease — and a direct way to compel different, sometimes conflicting, feelings.
