Bettermynd
BetterMynd is an online mental health platform for college students. I design marketing toolkits for university partners, develop social media strategy, and manage campaigns that make mental health resources feel accessible and authentic.
Role
Designer, Project Manager, Marketing Coordinator
Skills
Visual Design, UX Content Design, Competitive Analysis, System Design, Content Strategy
Duration
May 2023- Present
1. The Challange
Students are overwhelmed with online content, and traditional mental health marketing often feels impersonal or stigmatizing—making it easy to ignore. How can we create a comprehensive marketing ecosystem that doesn't just promote BetterMynd's services, but actually resonates—feeling like a helpful resource rather than another ad?
The added complexity: designing for scalability. With multiple university partnerships, every asset needed to maintain BetterMynd's brand identity while allowing institutions to customize materials with their own branding.
2. The Approach
Marketing Toolkits & University Partnerships
I designed a complete marketing toolkit system that partner universities could deploy across their campuses. Rather than creating one-off materials, I built a flexible template ecosystem that balanced brand consistency with institutional customization.
The toolkit includes:
Registration guides with step-by-step UX design to reduce onboarding friction
Awareness flyers (multiple variations) with destigmatizing messaging
Social media post templates (6+ variations) for strategic deployment throughout the semester
Postcards for physical distribution at campus events
Key design decisions:
Mobile-first approach: QR codes enable instant registration access, eliminating typing barriers and meeting students where they are—on their phones
Flexible branding system: Template placeholders allow universities to insert their logos while maintaining BetterMynd's visual identity and ensuring consistent student experience across institutions
Destigmatizing language: Messaging like "strength not weakness" and "mental health is health" reframes therapy positively, countering harmful stereotypes
Approachable visual identity: Colorful, contemporary design with the lightbulb motif creates a non-clinical aesthetic that makes mental health resources feel accessible
This multi-channel ecosystem—spanning digital, social, and physical touchpoints—ensures students encounter BetterMynd messaging through multiple avenues, increasing awareness and reducing barriers to access.
Social Media Content Strategy
Beyond the toolkit system, I developed and executed BetterMynd's ongoing social media presence, testing different content formats to understand what truly resonates with college students navigating mental health challenges.
Experimentation & iteration:
Tested various post formats: artist collaborations, student testimonials, mental health tips, well-being workshop promotions, and educational content
Conducted mini competitive audits to identify successful strategies from other mental health platforms and student-focused brands
Analyzed engagement patterns to refine content strategy over time
Design evolution:
Shifted from rigid brand guidelines to a more flexible, student-centered design approach
Incorporated diverse multimedia formats (illustrations, short videos, interactive posts) to increase engagement
Prioritized authenticity over polish—content that feels human and relatable rather than corporate
UX content design principles:
Every post designed with user experience in mind: Is this supportive? Is it actionable? Does it reduce stigma?
Messaging crafted to feel like a conversation with a trusted friend, not a marketing campaign
Strategic variety in tone and topic to meet students where they are emotionally
Strategic Evolution
This work required constant adaptation. What worked in September might not resonate in February. What engaged students at one university might fall flat at another.
Ongoing refinements:
Regular competitive analysis to stay current with mental health marketing trends
Iterative testing of messaging angles (self-care, strength, problem-solving, community)
Collaboration with university partners to understand campus-specific needs and cultural contexts
Balancing promotional content with genuinely helpful resources to build trust
3. Impacts and Learnings
What worked:
Artist collaborations and multimedia content generated significantly higher engagement than static text posts
Destigmatizing messaging resonated strongly—posts reframing therapy as strength consistently outperformed clinical or promotional language
The flexible toolkit system enabled rapid deployment across multiple universities while maintaining brand integrity
Multi-channel approach increased touchpoints, with students reporting they encountered BetterMynd through multiple sources before registering
Key insights:
UX principles extend far beyond interfaces—they shape content strategy, messaging, and how users emotionally engage with a brand
Designing for scalability requires systems thinking: templates, not one-offs
Authenticity matters more than perfection in mental health marketing
Students respond to content that acknowledges their struggles without patronizing them
What's next:
Expanding student voice integration: more testimonials, user-generated content, and personal stories
Deepening artist and creator collaborations to reach students through trusted cultural channels
Refining toolkit based on university partner feedback and deployment learnings
Exploring new content formats (short-form video, interactive resources) as platforms evolve
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