We Believe in Better
BetterHelp’s 2026 Brand Anthem Campaign
Overview
We Believe in Better was a brand anthem campaign designed to reframe mental health care as more accessible, personal, and sustainable. Centered on BetterHelp's evolving value proposition, the campaign brought together emotional storytelling and tangible product benefits to inspire people to take the next step in their mental health journey.
My Role
As lead designer for paid social, I developed the visual direction for the campaign's social creative, drawing inspiration from cinematic film posters to create a distinctive, story-driven visual language. I translated the overarching brand anthem into platform-native paid social assets designed to capture attention, communicate key messages, and drive action.
Teams
Creative, Brand Marketing, Growth Marketing
Final Deliverables
Brand anthem films for commercial and paid social
In-house paid social creative across TikTok, YouTube, Facebook, Instagram, and Spotify
Influencer video ads and custom graphic overlays
Campaign image banks for affiliate partnerships, paid search, and PR
Visual Direction
Empowering
Relatable
Hopeful
Symbolic
Direction:
Warm tones
Natural light/shadows
Film grain to add emotional texture
Highlight the diversity of our platform & users
Cinematic
Brand Anthem Commercial
Setting the Tone
The campaign's hero film ran across commercial and paid social placements, establishing the narrative,
messaging, andvisual direction that carried through the rest of the campaign's paid social creative.
Campaign Imagery
A World of Better
A curated bank of color-graded, cinematic imagery established a consistent emotional tone of warmth, hope, and
empowerment across campaign touchpoints such as affiliate partnerships, PR placements, and paid search.
In-House Paid Social
The Story, Reframed
Drawing inspiration from cinematic film posters, I developed a visual direction that treats each ad as a frame from a larger story. Full-bleed photography, bold typography, and concentrated blocks of color bring everyday human experiences to life across statics, carousels, and motion graphics for TikTok, YouTube, Facebook, Instagram, and Spotify.
Static Ads:
Motion Ads:
Carousel Ads:
Therapist Acquisition
Alongside consumer-facing creative, I designed targeted paid social ads to support therapist acquisition, adapting
the campaign’s visual language to speak to prospective therapists and their motivations for joining BetterHelp.
Influencer Ads
Designed for the Feed
Custom end cards and text overlays extended the campaign's visual identity into influencer-led videos,
balancing brand consistency with creator-native storytelling.