Building a purpose-led brand and creating a niche community for Mitsu

Mitsu, a self-therapy app for mental healthcare, has been introduced with the goal of assisting individuals dealing with anxiety and depression. Before its recent app launch, the brand’s primary focus was to create an online community that empathizes with, connects to, and desires greater insight into holistic well-being.

Their vision is to empower the younger generation to recognize their mental and emotional condition, while also providing them with cost-effective, accessible, and safe care options.

Mental health is a grey area & users are not comfortable & open talking about it especially in India. The ask was simple, to introduce Mitsu as an approachable & a relatable brand for the users. Right from the branding, including a positive brand name & positioning, to building an online community for mental health awareness where users could express their thoughts & share experiences.

Branding: Mitsu, derived from both Japanese and Sanskrit, translates to “light” and embodies hope and positivity. Our brand identity centres around a logo symbolising sunshine amidst a bright blue sky. The blue brand name signifies the sky, with the semicircle over the letter portraying a sun-like light source, aligning with Mitsu’s Sanskrit meaning. Departing from conventional pastels, our bold blue and yellow core colours evoke calmness and optimism. Complementary secondary colours provide visual contrast.

Content & Community Building: Our communication strategy entailed competitor analysis, innovating content themes, and designing a thumb-stopping grid method. Rooted in research on demographics, social dynamics, needs, and motivation, our content strategy was crafted to perfectly resonate with the target audience. Being a neglected & boring content space, we worked hard to simplify content, write it in a grasping tone & not make it too overwhelming. With organic and paid marketing efforts, we were successful in creating a niche community on Instagram that encouraged authentic interactions. Instead of just counting likes, we paid attention to how often our posts were saved and shared. This told us we were doing something right.