Brightline

Shaping a space for young minds

Brightline acts as your reliable partner in parenting for kids' behavioral or mental health challenges. Whether virtual therapy, psychiatry, or coaching, they bring kids, teens, and families affordable, accessible support across the United States. After partnering with SE to rebuild and maintain their online presence last year, Brightline came to us for an identity and web refresh to embrace a fresh, uplifting, and energetic aesthetic.

Person in blue hoodie biting finger with 'SHUT UP' written on it, pink background, orange lines radiating outwards.

Their renewed look had to radiate positivity and trust in both digital and tactile touchpoints as they opened their first in-person clinics - delivering a seamless experience that feels welcoming, warm and confidently modern.

A hand holding a smartphone displaying the Brightline app homepage, with the headline "When your child thrives with the right support, you feel better too," against a blue sky background.
Brightline billboard reading "Mental health care for kids. Parenting support for you." with an illustration of a parent hugging a child represented as a lightning bolt figure, surrounded by stars. Website: hellobrightline.com
BL brand mark logo featuring white radiating bars arranged in a quarter-circle arc on an orange background with cyan construction guidelines.

By refining existing elements alongside new ones, we ensured the brand remained instantly recognizable while maintaining an approachable and reassuring presence. Brightline’s existing logo lays as the foundation of their brand, tying together a stack of branding materials that fit effortlessly across various platforms.

The mark, purposefully placed at the “e,” represents the light and positivity their organisation brings to families—symbolizing clarity, focus, and understanding in every interaction. Designed to be a flexible wordmark, we added custom detail to the serif typeface to add a sense of uniqueness to the logotype, simultaneously modernizing their brand for a new era of Brightline.

Laptop on a leather sofa displaying a slide titled "When is the OCD Program right?" listing OCD signs including avoidance, repetitive behaviors, concentration difficulties, and physical symptoms.
Scattered Brightline branded business cards in green, yellow, orange, and mint, featuring the "brightline" wordmark, sun/ray icons, asterisk logos, and directional arrow motifs.

To revitalize Brightline’s web experience without disruption, we delivered a substantial front-end reskin and technical upgrade - rebuilding key pages with new components, imagery and custom animations, while keeping the site live throughout.. Built with the latest Next.js using server-side rendering (SSR), the site now supports extensive Lottie animations and delivers fast, largely static pages that feel light and intuitive for the user. We also introduced a dual-theme system to retain the original Brightlife Kids design alongside the new identity.

Every component was independently tested using Storybook, allowing for a clear validation of design and behaviour before integrating with the CMS - an approach that ensured a sharp fidelity across devices and states. Utilizing a headless Contentful CMS not only allowed us to deploy components in parallel with the existing live site, but also enabled all new content to be prepared and previewed without interfering with production. This made the final go-live as simple as an environment switch and publication, executed overnight for zero downtime.

Abstract pattern of overlapping sunburst shapes with radiating stripes in yellow and light blue on an orange background.
Yellow signboard with white text 'brightline' and a stylized sun, mounted on a white wall above an arched dark door.
A collage of illustrated stickers on a kraft paper background, including various emoticon circles, speech bubbles with exclamation marks and a heart, a dreaming figure wearing a crown surrounded by stars, and clapping hands on a purple badge.

For a comprehensive design system, we introduced a set of illustrations and animations to inject warmth and personality into the brand. Their whimsical nature subtly features themes of mental health and well-being, creating a visual language that feels expressive, optimistic and inclusive. The distinct photographic style speaks of the full spectrum of real life. From happy, candid moments to more introspective scenes, the natural lighting and balanced tone help convey key brand attributes of accessibility and authenticity.

The renewed colour palette plays a central role in unifying Brightline’s visual language, setting a tone of calm confidence for all communications. All colour choices were designed to feel distinctive and deeply human, ensuring the brand consistently speaks with purpose across digital and print applications.

Brightline branded merchandise: a cream tote bag with green handles reading "All the feels..." covered in colorful text-based emoticon circles (including :D, :P, >:(), and a teal sweatshirt featuring a large orange angry emoticon >:( with radiating lines.

“The TV campaign humanized the health benefits by showcasing balance in everyday life, using CG visuals and actor tracking for precise delivery.”

— Brightline Health
Three speech bubbles on a purple background: an orange bubble with cursive scribble lines, a plain teal bubble, and a smaller teal bubble with a heart icon.
Two Brightline Instagram posts. Left: teal background with illustration of a child sitting in a large, nurturing hand, text reads "Built for kids and teens, here for you." Right: orange background with photo of a man crouching to talk with a young child, text reads "What are active listening and empathy?" with Irene Biscante, NBC-HWC credited.

An extremely important part of this project was to follow the best practices for SEO and accessibility, including correct colour contrasts, keyboard navigation support, and compatibility with screen readers and voice-over tools - ensuring a performant, inclusive experience for all users.

Brightline’s renewed identity is a carefully defined digital and visual system that makes complex or sensitive topics feel approachable and engaging, reinforcing the provider’s commitment to mental well-being from a young age.