Horizon is a mental health brand with a powerful mission to reduce stigma surrounding mental health. The campaign ‘Not all clouds are visible’ blends bold typography, vibrant colours, and relatable visuals to humanise mental health issues, making them more approachable and understood to encourage Gen Z to open up. The campaign focuses on storytelling around the weather, a universal factor that influences everyone’s daily health and mental well-being. Drawing on the familiar phrase ‘clouded thoughts,’ the goal was to humanise the issue of mental health stigma by using visuals of clouded thoughts emanating from joyful faces. This juxtaposition illustrates the hidden pain often caused by stigma and the emotional toll it takes. The customised typeface initially reflected some of the negative thoughts associated with mental health stigma, using words like ‘unstable,’ ‘imperfect,’ and ‘chaotic’, the result was a ragged typeface which didn’t appeal to the strategy of the Horizon brand. To ensure the typeface wouldn’t feel triggering for those in need of support, I softened the edges and added boldness, creating a design that shines a light on mental health issues while remaining approachable to a wider audience. Horizon adopts an empathetic and supportive tone, using key words like ‘let’s’ and ‘together’ showing that those are suffering are not alone. The aim of the typeface is to appeal to those who suffer from stigmatisation and those who do stigmatise it. The campaign adopts a minimal, versatile approach to enhance scalability and impact across multiple platforms, from out-of-home advertising to social media. Carefully crafted messaging emphasises legibility and accessibility, ensuring the campaign resonates with the young generation.