Na rovinu — Brand Identity, Publications & Illustration System
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Overview
Na rovinu was a Czech mental health destigmatisation initiative developed within the national mental health reform and led by the National Institute of Mental Health. From 2017 to 2022, the project focused on reducing stigma and discrimination around mental illness through education, public communication, campaigns, and regionally implemented programmes for multiple target groups across the country. Those included people with lived experience, family members, healthcare professionals, social service workers, public administration, and local communities.
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Challenge
The challenge was to create a visual identity and communication system for a project dealing with sensitive mental health topics at a national scale. The brand had to feel empathetic, clear, and contemporary, while avoiding both clinical coldness and overly emotional or sentimental communication. At the same time, it needed enough flexibility to work across educational programmes, public awareness campaigns, reports, social media, events, publications, and long-term communication aimed at very different audiences. The initiative itself was built around the idea of speaking openly about mental health, putting mental and physical health on equal footing, and acknowledging the bio-psycho-socio-spiritual dimensions of mental wellbeing.
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What I Did
I shaped the visual communication of the initiative across its full lifespan. My role covered the brand identity, publications, reports, presentations, campaign materials, social media outputs, and broader communication design system. Over time, the work evolved into a much wider visual ecosystem that had to remain coherent across many formats and contexts.
A key part of the project was also the development of a brand-consistent AI illustration approach for mental health topics. I created an AI-based app and custom model designed to generate sensitive, visually consistent illustrations aligned with the Na rovinu brand. The system focused on calm, minimalist imagery connected to nature, human emotion, support, and empathetic design principles, helping the project communicate difficult topics in a way that felt gentle, accessible, and recognisable.
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Result
The result was a long-term visual system that helped Na rovinu communicate complex and often difficult mental health themes with greater clarity, consistency, and emotional sensitivity. Rather than functioning as a one-off campaign identity, the brand became a broader communication platform able to support educational content, awareness materials, public-facing campaigns, and professional outputs over multiple years. Its visual language helped make the initiative more recognisable and gave it a stable foundation for communicating destigmatisation in a respectful and contemporary way. The project itself ran for more than five years and formed part of a wider effort to improve mental health literacy and reduce discrimination in the Czech Republic.