Minding Your Business
Strategy | Branding
Commission: Brand Strategy and Identity
When Jane Cattermole approached us, she already had a successful business as the founder of Mainly Mental Health, with a strong reputation as one of the industry’s most experienced corporate mental health trainers, working with blue-chip brands.
As the business evolved, it became clear the brand wasn’t keeping pace. The name no longer reflected the breadth of her work, the depth of her expertise, or the audience she was now engaging.
This was an investment in repositioning the business for its next stage.
The results
The rebrand has given Jane a platform that matches both the quality of her work and the scale of her ambition.
Clearer, more confident and more aligned with her audience, Minding Your Business now communicates its value instantly - not just as a provider of mental health training, but as a strategic partner in workplace wellbeing.
Brand Strategy
Our starting point was recognising that Jane’s work had evolved far beyond “mental health”. While still central, her programmes now span a broader corporate wellness spectrum.
We repositioned the business around a clearer, more relevant proposition: Workplace Wellbeing, with the new name Minding Your Business reflecting this shift.
It retains the human, supportive tone that defines Jane’s work, while more clearly signalling her focus on organisations, teams and performance.
Visual Identity
We created a brand that felt crafted and contemporary, while remaining approachable and inclusive.
A clean sans-serif typographic system was paired with a bold green palette to convey confidence, while playful pink accents added warmth and personality.
The tone deliberately avoided Michelin-level formality, instead feeling familiar and welcoming. The strapline, "That coffee place", grounded the brand in the language of everyday local life.
“I am in awe of the team at Zed Creative. They are mind reading, creative geniuses. I didn’t know where to start and was worried that my ‘baby’ would be changed beyond recognition. From the start, Matthew and the team took the time to get to know ME, not just my company, and really understood the company and the passion that drives it. I cannot recommend them enough – I am utterly thrilled with the results and have had such positive feedback from my clients and stakeholders. You REALLY cannot beat the personal touch that you get with Zed. LOVE THEM!”
Jane Cattermole, Founder, Minding Your Business