Advancing Mental Wellness

Case Study

NABS advancing mental wellness intro logo


  • Non-Profit


  • Brand positioning and purpose
  • Product and innovation strategy
  • Product and message architecture


NABS is a much-loved charity with a long track record of supporting the marketing, media and advertising industry around wellbeing.

As with many non-profits and charities, demand for the invaluable services NABS provides has sky-rocketed post-pandemic. It needed a narrative, funding pipeline and product strategy to support the future.


Working collaboratively with the NABS leadership team, and with input from key stakeholders, we’ve built a new narrative to propel the team forwards.

To support this we have also created a new product architecture and naming approach, and new ways of engaging with the industry.


We ran a core narrative sprint, with input from internal and external stakeholders. On that foundation, we’ve been able to build a clear definition of the jobs that need to be done, and started unlocking different parts of the future strategic plan.

This has been built on a close and ongoing spirit of partnership.

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