The first initiative from Partners for Mental Health designed to improve mental health in Canada. Critical to its success was to create an experience that would draw people into a conversation, encouraging a new, more open relationship with their feelings, and inspiring them to pledge their support. The identity thus had to be bold yet personal and comfortable. To do this, we created a spectrum of moods and corresponding colours that people could identify with, select and wear. We then put it out on the street to provoke engagement and dialogue, driving them to the website where they could learn more and pledge their support.