Preventing Suicide in Lincolnshire - Brand identity for a sensitive, county-wide initiative. by Tasmin Otter-Lunn for Lincoln County CouncilWho liked - Preventing Suicide in Lincolnshire - Brand identity for a sensitive, county-wide initiative. by Tasmin Otter-Lunn for Lincoln County Council

Tasmin Otter-Lunn Graphic Designer

ABOUT

The Challenge
Each year, around 80 lives are lost to suicide in Lincolnshire. In response, Lincolnshire County Council partnered with Shine Lincolnshire and H.A.Y. to launch a multi-agency suicide prevention initiative.

They needed a brand identity that could:

- Unite public services, charities, and community organisations
- Feel approachable, non-institutional, and safe
- Reduce stigma and encourage meaningful engagement

This project required a deep level of empathy, strategy, sensitivity and visual care.

My Role
I led the project from start to finish, shaping not just how it looked, but how it felt.

Brand Strategy & Creative Direction
Developed the strategic foundations: values, tone of voice, visual direction, and audience clarity.

Collaborative Discovery
Engaged with multiple partners across team calls and strategy sessions.
Integrated anonymous feedback from individuals with lived experience to inform every key decision.

Design & Delivery
Created a full visual identity system and designed all supporting brand assets for use across digital, print, and events.

Design with Care
This wasn’t just about making something aesthetically pleasing it was about creating something safe and inclusive.

Colour Palette
Chosen in collaboration with people with lived experience.
We avoided any colours that could be emotionally triggering (like red) and focused on tones that felt calm, gentle, and hopeful.

Visuals & Icons
All imagery, icons, and illustrations were trauma-informed.
We avoided any photography that could link negatively to suicide (e.g. bridges, bodies of water, tall buildings, trees) and instead leaned into soft visuals that encouraged connection and support.

Typography & Layout
Professional yet warm.
Readable, inclusive, and approachable designed for accessibility across all materials.

What I Delivered
- A full, flexible identity system built to scale.
- Logo suite (main logo, sub-marks, icons)
- Colour palette, typography, and visual styling
- Brand guidelines document
- Social media templates
- Custom illustrations and iconography
- Presentation and workshop templates
- Printed leaflet designs
- Merchandise designs and branded mockups
- Ongoing design support during rollout

The Outcome
The brand has now been adopted across Lincolnshire’s suicide prevention work from community events to social campaigns and training resources.

It’s already made a real difference in how the message is received and understood:

“It looked great and was really well received in the community - everyone felt really happy with how the project went.”

The identity is flexible, safe, and trusted giving Lincolnshire the tools to communicate clearly, making it easier for people to reach resources that they need and to feel seen and supported.