In a world where mental health conversations are no longer optional, we had the opportunity to help launch a brand that makes a real difference. Medshield Mind is a free mental health resource created in partnership with Medshield Medical Scheme, designed to support people through expert-driven, accessible content. From concept to creation, Coffee Creative built the brand, logo, and website – and we continue to drive content and visibility through an ongoing collaboration.
The vision
After identifying a critical gap in digital mental health resources, we pitched the Medshield Mind concept to Medshield Medical Scheme. With mental health statistics rising globally, and especially in South Africa, we saw a unique opportunity for a medical scheme to lead the way in support, education, and empathy. The idea: create a standalone digital space that offered real tools for better living – without barriers.
Because access to mental health support should never be limited to your medical cover.
The process
01
Branding with Purpose
We developed the Medshield Mind brand to be calm, inclusive and trustworthy. The logo and visual language balance medical professionalism with emotional warmth – a gentle nod to the healthcare roots while remaining open and approachable to the public. The brand is intentionally not overly clinical, to ensure users feel safe, seen and welcomed.
02
Content That Makes a Difference
The website houses a growing library of resources including:
- Expert-written articles
- Videos and insights from national voices
- Meditations and mindfulness tools
- Podcasts and live interviews
We worked with respected psychologist Rakhi Beekrum, now the face of the brand, to bring this platform to life through real conversations and regular content. From anxiety to parenting, relationships to burnout – Medshield Mind offers support across the spectrum.
03
A Platform for Everyone
While Medshield Mind is backed by Medshield, it’s free and open to everyone, whether you’re a member or not. This accessibility was a key part of our design strategy – from intuitive UX to mobile responsiveness – ensuring anyone, anywhere, could get help when they needed it.
The direction
The design of Medshield Mind leans into softness and clarity. The colour palette is soothing, the layout clean and minimal, and the navigation intentionally simple. Every visual element is crafted to encourage calm, trust, and continued exploration. This is a space to pause, learn, and heal – not just scroll.
Ongoing collaboration
Since launch, we’ve worked closely with Rakhi Beekrum to create monthly content that brings the platform to life on her channels and beyond. This ongoing partnership ensures fresh, relevant material reaches new audiences consistently, driving awareness and making mental health tools feel personal and accessible.
Summary
Medshield Mind is a project close to our hearts. It represents the best of what we aim to do at Coffee Creative – use strategy, design and content to make a meaningful impact. As mental wellness becomes more essential than ever, we’re proud to be part of a brand that prioritises access, empathy and support for all.
