Be Free Campaign


Be Free Campaign are an innovative mental health charity aimed at giving people the tools to take care
of their mental health.

Be Free Mental Health Charity website

from shantanu:

“Absolutely love the new website and it feels so much like us. I love the homepage and animations, they make all the difference! The Knowledge hub pages are so cool, the award pages are absolutely amazing! You’ve transformed what was an outdated, difficult to navigate and slow website, into something that is really exciting, reflective of our brand and really well designed. 

Thank you for putting so much time, effort and heart into this!
 ” – Shantanu Kundu, Founder & CEO of Be Free Campaign

The Need

They need a new prettier, modern, trendy, engaging, fun website design aligned with their refreshed brand guidelines.

Target Demographics

Main target audience: young people 11-25
Other demographics:
Inclusive to all: teachers, parents, children, communities, grandparent wanting to learn more about mental health, or a business wanting their team to be better equipped
Mental health practitioners
Donators, funders


Client Requirements

They were open to ideas on the organisation, structure and format of the website, including new sections for awards, press articles and more

Templates needs to be easy and straightforward for any user with access to edit and update

They want to increase their awareness and site traffic to more young people

Implement a Knowledge hub where young people can access resources and tools to help themselves and guidance helping others with their mental health 

The Problem

The previous site layout was cluttered and was made before they had solid brand guidelines.
Their blog is hidden within their infographics section, and would ideally be separated.
Out of date info in several places e.g. a video section with mental health tips during the 2020 lockdown and old media interviews.
Site was not as user friendly, accessible or professional as it could be, different image styles on different pages and confusing to navigate.
Not optimised for SEO or mobile-friendly.
There is a lot of different activities, formats and resources that seem overwhelming and need simplifying so users can quickly find the information they are interested in.
There are little to no interactive elements to guide or excite the user.
A little plain and boring for its target audience.

Be Free Campaign homepage design

Mental Health Charity Website

Addressing the client requirements, I implemented the following solutions:

A new ‘Where to get help’ page where young people can find external resources from other organisations in an emergency or non-emergency

A new Press page with recent, historic news and videos

Optimised mobile version

Be Free Books and Publications and Press Mentions pages
Be Free Mobile View

Because the website has a complex set of initiatives and audiences, I tested dozens of user pathways to reduce clickthroughs and simplify user experience compared to the previous site.

Be Free Get Help, Campaign, Volunteer Pages

The client had previously used a distinct sub identity on their printed collateral and adverts for their biannual awards ceremony, so I re-created this identity for the awards section on the website inline with this ongoing initiative.

Be Free Awards

The Result

The site was launched early May 2024. With the combined efforts of several content contributors, a brand designer, CEO, Be Free Campaign have a site that:

Looks professional aligned with their new brand guidelines and bespoke illustrations

Conveys modern maximal branding style and highly legible typography aimed towards young people 

Loads fast with simple navigation, enabling young people to access information they need 

Sections include a knowledge hub, workshops and courses, mental health resources, volunteer and donate page  

With the site just launched at the time of writing; as a result of the team’s efforts we hope to see engagement increase quickly as site awareness grows


CEO: Shantanu Kundu
Brand Designer: Alina Popa
Web Designer: Sam Ma


CMS: Wix Classic
Software: Figma, Illustrator, Photoshop, VS Code