"We need to try and take the fear out of the words mental health,
said Sean Triner, the outgoing director of appeals and marketing. "We're going for a total rebrand to make the charity and our services more accessible and relevant and push the message that we're here to help anyone suffering from any kind of mental health problem."
Triner said that the charity is hoping to relaunch later this year with a completely new look, which will include a revamped logo. He credits recent success in establishing solid revenue streams as the reason behind the rebrand.
"Over the past three years we've all worked extremely hard to get us to the point where we are able to think strategically about the future of Mind,
he said. "When I came on board in 1999 our income was far from stable, but we've boosted our annual income from £3 million to £8 million and are now ready to move forward."
Helen Baker, head of media at Mind said that the rebrand was still in the preliminary stages, but that the core values of the charity would not be forgotten.
"We've got to achieve many things with this process and will ensure that we represent our key objectives as well as talking to a much wider audience,
she said. "We want to show that the charity deals with health issues such as depression as well as serious mental health problems, but will continue the work we are doing now."
Mind will appoint a new director of fundraising and marketing to oversee the rebrand and work on building and mobilising new fundraising streams.
"We've learned a lot of lessons over the past few years and have successfully boosted our regular donors and adopted new fundraising techniques,
said Triner. "This experience has helped us understand how people react to Mind as a brand."
The organisation is looking to expand its work with major donors and trusts, and increase its funding from businesses and sponsors. It will adopt a more service-led fundraising strategy, which aims to build closer relationships with its service users.
Much of the rebranding work will be done in-house, but design agency Glazer will provide some consultancy work. The charity aims to have fully integrated the new look into all materials and messaging by August 2003.
Triner is leaving Mind to set up a fundraising company services.