Cardiff-based mental health charity bigmoose has unveiled a major rebrand as it enters what its founders are calling “the next chapter” for the organisation.
The charity exists to “challenge a mental health system where too many people are left waiting months for support while their mental health deteriorates”.
The new look marks a significant shift in how the charity wants to show up in the mental health space, moving away from traditional messaging and towards something more disruptive, human and culturally relevant, it said.
Founded by father and daughter duo Jeff and Chloe Smith, bigmoose was created after the loss of family friend Gary “Moose” Cloonan. What started as a small community movement has grown into a national charity supporting thousands of people across the UK with fast access to therapy. Today, bigmoose works with over 50 therapists across the country and has supported more than 7,000 people through its therapy programme.
“We want bigmoose to resonate, to educate, to challenge and to make you feel something” said Co-Founder and CEO Jeff Smith.
“The rebrand introduces a darker, bolder visual identity inspired more by culture and real life than traditional mental health campaigns. Photography that everyone can relate to, stripped-back messaging and punchier language sit at the heart of the new direction.
“But while the look has changed, the mission hasn't.”
bigmoose continues to focus on providing fast, life-changing mental health support to people who need it most. The charity's therapy model aims to connect people with a therapist within days, not months, helping people access support before they hit crisis point.
“This isn't about rebranding for the sake of it,” added Chloe Smith, Co-Founder and Chief Operating Officer. “This is about creating a brand that reflects the reality of what people are feeling and the urgency of what's happening. We want people to feel something when they see bigmoose.”
