For BetterHelp, the primary ad creative goals were to increase click-through rate and conversion rate across their ads. Since the brand was relatively new, I also needed to create an engaging art style and numerous visual stories. I experimented with a variety of styles like vector, paint, and photocomps, but ultimately settled on watercolour pencil. The style presents a balanced approach to colour, emotion, theme, line, and copy.
This style pairs difficult themes with bright colors. This balance successfully resonates with people who are struggling and need help. It also allows flexibility to explore visual metaphors and engaging imagery to create stable ad performance. Some metaphors explored include drowning, shadows, toxic relationships, hiding behind a mask, and healing.
BetterHelp has since expanded into additional services like Pride Counseling and Faithful Counseling. The former presents counseling opportunities for the LGBTQ community while the former focuses on Christian themes and bible based counseling. Both have found success using variations of the watercolour style.