Žvelk Giliau

The Challenge

How can we transform the perception of psychological help?

The Context of the Challenge

There is a prevailing stigma surrounding the acceptance of psychological help. Many people choose to ignore their problems and avoid sharing their struggles, even when they are clearly visible. Psychological issues often go unrecognized until they reach a severe state. This unhealthy environment is prevalent not only in Lithuania but also globally. In response, the Hygiene Institute has focused on initiatives to shift public perspective on this matter.

The Insight

Not everything is as it seems. What’s visible on the outside can contradict what’s within. This question-as-a-contradiction became the guiding principle for the visual identity of Žvelk Giliau (“Look Deeper”), creating metaphors from inverted elements.

Visual Identity

The basis for these metaphors was tested through a research process involving the target audience, aiming to find delicate yet impactful solutions in this sensitive territory.

This principle extends to the logo as well. A broad color palette reflects the entire spectrum of emotions, while vibrant text and confidently used images allow for the creation of various situations in which individuals are encouraged to think and perhaps recognize themselves.

The Change to the Context

Reshaped Stereotypes: Created the direction to change long-present and sensitive perspectives. It has been achieved by adopting a subtle entry point and avoiding a didactic or preachy approach.

Challenged the Narrative: Introduced funny elements and vibrant colors to challenge the current perspective on how to speak about stigmas. Followed by the research insights, it formed more space for dialogue to appear.

Attracted a Broader Audience: Framing the visual message to enable the act of transformation and doing it in a positive expression invited more people to begin the journey or at least to ask the first question (which is an impact in itself).