At Mind, photography has always been an important part of how we tell our story. As we refresh our brand, we’re building on that strength to create a more local, more human picture of who we are.
During brand consultation with service users and staff, one message came through consistently: people value the authentic photography that has long been part of Mind’s identity. The images people connected with most weren’t polished or staged – they were real. They featured the people who make up our community, including service users, staff and people with lived experience of mental health challenges.
Through our refreshed brand, that commitment to authenticity remains at the heart of how we tell our story.
Our approach to photography celebrates not only the people we work alongside, but also the places, relationships and everyday moments that shape their lives. We want our images to reflect connection, belonging and the diversity of the communities we support.
Our photography is guided by three themes: people, place and community. These themes shape the stories we tell and the images we choose. Whether it’s a favourite local place or a quiet everyday moment, the aim is for our photography to feel natural, warm and genuine.
To help bring this vision to life, we invited staff and service users to share photographs that are meaningful to them. These could be images of people they care about, places that make them feel connected, moments from their daily lives, or the things that bring purpose, comfort or joy.
Mind CEO Gill Callister said the refreshed approach to photography was another way to ensure lived experience remains at the heart of Mind’s story.
“By inviting people to contribute their own photos and perspectives, we’re creating another way for the people at the heart of Mind to shape how we tell our story. These images help us build a richer and more authentic picture of our organisation,” Ms Callister said.
“As our refreshed brand comes to life, these photographs will help us communicate what matters most: real people, real connections and the power of community in supporting mental health and wellbeing.”
Our photography will continue to change over time, shaped by the people, places and experiences that make up Mind. As we tell new stories, we’ll continue to look for the everyday moments that show what matters to our people and communities.