Digital Mental Health Services XenZone Rebrands As Kooth With Help From M&C Saatchi Sport and Entertainment

XenZone, provider of digital mental health services, has embarked on a complete rebranding and name change. The organisation, founded in 2001, will now be known as Kooth PLC. Global passion point marketing specialists M&C Saatchi Sport and Entertainment was chosen to lead the rebrand as part of an ongoing partnership between the two companies. M&C Saatchi Sport and Entertainment’s scope of work included crafting the strategic positioning and social strategy, designing the Kooth brand identity as well creating an animated showreel. Future projects scheduled for later in the year include the development of sub brands as well as partnership work in passion areas including sports and entertainment.

The brand was created with service users and potential service users and centres on five key values that people want to see in a digital mental health service - Alongside you, Flexible, Compassionate, Committed, Safe. M&C Saatchi Sport and Entertainment worked closely with the Kooth Product Team to create a brand and colour scheme with accessibility at the heart.  

Nicola Murray, Business Director at M&C Saatchi S&E said:“Mental wellbeing is a huge priority for us at M&C Saatchi Sport & Entertainment and so we are absolutely delighted to have partnered with Kooth and be a part of their incredible journey. Not only that but Kooth Work has provided invaluable support to us and the wider M&C Saatchi Group this year and we look forward to working together to continually enhance our offering to employees”

The partnership also sees Kooth providing online mental health support to London-based M&C Saatchi Group employees, via its adult digital support platform, Kooth Work. The provision of the new digital mental health platform augments the offering M&C Saatchi’s wellbeing network, Together. The strategy was aimed at creating events and opportunities to open up the dialogue around mental health and mental wellbeing for all employees. Around 10% of staff have already accessed the service with 91% of registered users regularly coming back for support. This service will be extended to South Africa-based staff later in the year.

Annie Meharg, Chief Commercial Officer said “We are delighted with the new brand and values for Kooth Plc. Over the coming months we will be working closely with all our service users and potential service users to provide a fresh new look to Kooth, Kooth Student, Qwell and Kooth Work. The aim of the new brand is to help propel our mission to create welcoming spaces for effective and personalised digital mental health care that is available to all. It has been a real joy to work with a creative agency who put the mental health of their own staff first and are leading the way in diversity and inclusion”