Fortunately, by the time we launched Daylight, people were more open to talking about their mental health and ‘anxiety’ wasn’t quite as stigmatised as it was previously. This helped us when it came to the brand, we were able to use this transparency to talk frankly about anxiety.

Brand and product met during the launch of Daylight at each new customer. We asked people: “What’s your anxiety type?” And create a set of answers that matched the main clinical types of Generalised Anxiety Disorder. This helped us to create a conversation between the brand and the audience, to earn trust and ease people towards the help they needed. The elements of your “type” were visualised and used as brand assets to accompany images of people who were benefitting from the effects of Daylight.