Brand development, ecosystem and website for rural mental health charitable trust
Lean on a Gate is a vital mental health initiative led by Wiggy, focused on teaching rural "gatekeepers"—vets, local bar staff, and agricultural workers—how to recognise signs of mental distress. The goal was to build sustainable support networks within these isolated communities. However, when we started, there were no resources, no visuals, and no digital presence.
The project required a "from the brand up" approach to turn a powerful name into a functional, nationwide movement that could facilitate training and provide immediate support resources.
Solving the Problem of a Blank Canvas
The challenge was unique because we had to build the entire identity while simultaneously developing the strategy for how these networks would function. We didn't just build a website; we designed the brand’s visual and emotional language to feel accessible and grounded for the rural sector. By writing the core messaging ourselves, we ensured that the tone was right—supportive and straight-talking, without the clinical feel that often alienates rural workers.
We then expanded the ecosystem by creating the "I’m Mucking In" sub-brand. This allowed for a dedicated fundraising and community ethos that felt like a natural extension of the primary mission, giving supporters a clear way to contribute to the cause.
Building a Scalable Digital Infrastructure
With no existing assets to draw from, we developed a content-heavy platform designed to educate and connect.
- Strategic Messaging. We developed a communication framework that explains the "Lean on a Gate" philosophy, making complex mental health concepts easy for non-professionals to grasp and act upon.
- The Wireframe Foundation. We designed the site structure to serve two distinct audiences—those seeking help and those looking to be trained as community supporters—ensuring a clear, friction-free journey for both.
- The Essential Marketing Tool. Using a low-code platform, we built a site that the Lean on a Gate team can manage independently. This allows them to quickly update community event details, share new resources, and manage "I’m Mucking In" campaigns without needing ongoing technical support.
The Result:
Lean on a Gate now has a professional, cohesive brand and a robust digital home. We successfully transitioned a simple concept into a fully-fledged ecosystem that empowers rural New Zealanders to look out for one another, backed by a sub-brand that drives the financial sustainability of the charity.