The Outback Mind Foundation
Brand Foundation + Custom Squarespace Website + Ongoing Maintenance
THE OUTBACK MIND FOUNDATION
From idea to digital infrastructure
The Outback Mind Foundation is a grassroots mental health charity focused on empowering regional men to take a proactive approach to their wellbeing.
When Aaron came to me for help, he had a powerful mission in mind - to support men’s mental health in regional and remote Australia. What he didn’t have was a cohesive digital presence to match t.
He had a diluted brand, and a basic website. But he needed more.
He needed clarity. Structure. A foundation that could grow with them.
So, this project began at the beginning - brand foundations first, then a strategic Squarespace website, following by ongoing support to ensure the website evolves alongside their work.
CLIENT
The Outback Mind Foundation
INDUSTRY
Not-for-Profit; Mental Health
PROJECT DATE
September 2022
PROJECT TYPE
Brand Foundations + Custom Squarespace Website + Ongoing Maintenance
BRAND FOUNDATIONS
Clarity Before Design
Before any pixels were placed, we stepped back. We clarified:
The core message and positioning
Who they serve and how
The tone they needed to communicate trust and authority
The structure their future website would require
For a not-for-profit working in the mental health space, credibility matters. But so does warmth.
So I developed:
A refined brand direction
Visual guidelines for consistent application
Clear messaing pillars
A strategic roadmap to support their programs, events, and fundraising initiatives
This stage ensured the website wouldn’t just look good - it would feel aligned, grounded, and purposeful.
WEBSITE DESIGN & BUILD
A digital home that earns trust
With brand foundations in place, we moved into design and development on Squarespace.
The website needed to educate; build credibility; encourage donations; support program visibility; and be easy for the client to manage internally.
I created a clean, structured layout that prioritised readability and emotional connection. Mental health content can feel heavy - so the design needed space to breathe.
Key elements included:
Strategic homepage structure guiding visitors from awareness to action
Dedicated program pages with clear pathways
Donation functionality integrated seamlessly
Local event visibility
Mobile-optimised design
The result is a website that feels calm, trustworthy, and purposeful — not cluttered or overwhelming.
ONGOING WEBSITE SUPPORT
Evolving with the mission
Websites aren’t static. Especially this one.
Programs change. Events are added. Stories need to be shared.
Since launch, the website has continued to evolve — with additional pages and sections added to support new programs, documentaries, screenings, a recurring donation membership model, and more.
I’m proud to continue supporting The Outback Mind Foundation through ongoing pro bono website support and strategic guidance.
★★★★★
“Janelle helped launch our charity - The Outback Mind Foundation - and continues to provide amazing support and creative services that help us towards improving the lives of men in regional Australia. Janelle is talented and extremely passionate about providing solutions that have impact. I would thoroughly recommend utilising for any new or existing organisation looking for an edge..”
— Aaron Schultz, The Outback Mind Foundation
OUTCOMES
From concept to credibility
The Outback Mind Foundation now has:
a clear and consisteny brand foundation
a website that feels credible, considered, and aligned with their mission
a professional online presence that builds trust
ongoing strategic support to maintain momentum
Most importantly — their digital presence reflects the seriousness and heart behind their work. Their mission deserves visibility, and it now it has the infrastructure to support it.