London School of Economics Afloat App AFLOAT APP DESIGN IDENTITYIn 2018 the London School of Economics designed an app aimed at young adults accessing mental health services, Afloat. Afloat was designed using the stories of service users, and is available from Apple or Google, with updated guidance relevant to the COVID-19 pandemic. The brief required a non-stigmatising identity that could be a clearly visible app on a users phone, without being identifiable as a mental health advice and access tool. The proposal I submitted was selected, with a life preserver logo design and ambiguous but optimistic app name. Branding included a modern, informal typeface and gender non-specific colour scheme.