JoyeD: Postnatal Mental Health Platform
We designed the brand identity, built the website, and created the app UI/UX for JoyeD, an innovative postnatal depression support platform that combines interactive games, AI-powered wellness tools, and community features for new mothers.
Connecting Hands Ltd had a clear vision: build a digital platform to support new mothers struggling with postnatal depression. What they lacked was the brand foundation, web presence, and product design to bring that vision to market. The platform needed to feel warm and approachable, not clinical, while still conveying credibility in the mental health space.
The challenge was twofold: create a complete brand identity from scratch that resonated with the target audience (new mothers and healthcare professionals), and then translate that identity into a functional website and a full mobile app UI/UX that users would trust with something as personal as their mental health.
Brand identity, website, and app design
We took JoyeD from concept to a launch-ready product with a cohesive brand, live website, and complete app interface. Every design decision was guided by the need to balance warmth with professionalism in the sensitive postnatal health space.
Brand Identity
Created the JoyeD brand from the ground up: logo design, color palette, typography, visual language, and brand guidelines that balance approachability with clinical credibility.
Website Design
Designed and built the JoyeD website on Wix, including the homepage, about page, waitlist integration, blog section, and app store download links. Fully responsive across all devices.
App UI/UX Design
Designed the complete mobile app interface for iOS and Android: onboarding flows, mood tracking, interactive games, AI chat interface, community features, and content sections.
Content Strategy
Developed messaging frameworks and content structure for the website, including how to communicate sensitive mental health topics in a way that is supportive and stigma-free.
Launch Readiness
Prepared all digital assets for product launch: App Store and Google Play listing assets, social media templates, and waitlist capture flows to build early user interest.
Information Architecture
Structured the app's feature hierarchy: educational content, AI-powered wellness support, interactive games, community forums, and personalized news, ensuring intuitive navigation for users during a vulnerable time.
Major deliverables
Brand Identity System
Complete brand creation including logo, color palette, typography, iconography, and brand guidelines. The identity needed to convey joy and warmth while maintaining trust in a health context.
Website Design & Development
Full website designed and built on Wix: homepage with waitlist capture, about/mission page, blog section, app store links, testimonials, and mental health resource footer with helpline information.
Mobile App UI/UX (iOS & Android)
Designed the full app interface across multiple screens: onboarding, dashboard, mood tracker, interactive games, AI wellness assistant, community feed, educational content, and settings.
App Store & Play Store Assets
Created all visual assets required for App Store and Google Play listings: screenshots, feature graphics, app icon, and promotional imagery.
Waitlist & Lead Capture System
Designed and integrated a waitlist flow on the website to capture early interest before the full app launch, building an initial user base for the product.
Content & Messaging Framework
Developed the website copy and messaging approach for communicating about postnatal depression in a supportive, non-clinical tone. Included blog structure and educational content guidelines.
What changed
Complete brand identity established
From zero brand presence to a cohesive visual identity that communicates warmth, trust, and professionalism across every touchpoint.
Website live and capturing leads
Fully functional website with waitlist integration, app store links, blog, and mental health resources, ready for market.
App UI ready for development
Complete mobile app interface designed for iOS and Android, covering all core features: mood tracking, games, AI assistant, and community.
Listed on App Store & Google Play
All listing assets created and app published on both major platforms, enabling downloads and waitlist sign-ups.
Investor & partner-ready presentation
Professional brand and product design helped secure support from AWS Startups, Microsoft for Startups, and Interface accelerator programs.
User trust built into every detail
Design decisions prioritized sensitivity and accessibility for users in a vulnerable state, with helpline resources and supportive tone throughout.
Selected work
Tools & platforms used
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