With access to mental health services becoming increasingly challenging across Canada, MindBeacon was looking to provide Canadians with an affordable way to access certified CBT therapists at any time, in any place.


+ Marketing & Business Strategy
+ Integrated Communications & Content
+ Audience Insight
+ Design and Branding


MindBeacon aimed to engage Canadians in need of mental health support and CBT education; those who have a mental health condition and are aware of CBT; as well as supporters of CBT, decision-makers, insurance and benefits organizations, benefit and wellness managers/consultants.

  • Develop a nuanced understanding of various audiences
  • Engage CBTA staff in working sessions to inform new workflow design
  • Collaborate with patients
  • Positioning MindBeacon as a leading voice in mental health
  • Share mental health stories

Our concept was guided by three principles: Patient-First, Digitally Powered, and a Startup Mindset. For a powerful solution, we leveraged:

  • Ideation, design strategy, innovation
  • Stakeholder engagement
  • Brand strategy & positioning, naming and brand creation
  • Brand identity and guidelines
  • Digital platform and app development
  • Robust media relations and mixed media campaign

The MindBeacon brand creation was a collaborative process that included discovery sessions, industry and competitive research, insight and experience mapping, brand positioning naming, logo and identity work, and robust communications planning. Furthermore, the Gene team conducted a robust stakeholder engagement exercise, working closely with CBTA staff (therapists, administrative staff, etc.), researchers as well as patients.

Leveraging insights from stakeholder interviews and working groups, we supported the launch of the MindBeacon brand and app by creating a B2C and B2B websites, in addition to a series of animated videos to tell the stories of four different patients on their mental health journey with MindBeacon. These videos were paired with a national PR campaign that captured multiple interviews and articles published during Mental Health Awareness week in October. We also managed a paid and unpaid social media program that ran over three months, as well as creating a speaker and sponsorship plan.