Brand Tone

Empathetic, Action-Oriented, and Approachable

Brand Values

• •Creativity as a Catalyst
• •Proactive Wellbeing
• •Authenticity
• •Community and Connection
• •Empowerment

Best Practices

• •Lead with the "Why": Always connect back to the core mission of using creativity to foster proactive wellbeing. Explain *why* art and creative tools are an effective method for discussing and improving mental health.
• •Use the "Mental W.O.F." Analogy: Consistently use and explain the "Warrant of Fitness" analogy. It's a unique and sticky concept that makes the brand's philosophy instantly understandable to a New Zealand audience.
• •Balance Empathy with Action: Start by acknowledging the challenge (e.g., "Feeling stuck?") but quickly pivot to the empowering solution or tool the brand offers (e.g., "Our 'Spring Clean' tool can help.").
• •Speak Human, Not Clinical: Avoid overly technical psychological terms. Use the brand's established vocabulary like "Spring Clean," "Rocket Ship," and "Piece by Peace" to describe its processes.
• •Tell Stories: Share testimonials and case studies (while maintaining privacy) that illustrate transformation. Narratives about how a team's communication improved or how an individual gained clarity are more powerful than just listing services.

Social Perception

Well I Am is perceived as an innovative and positive force in the mental health space in New Zealand. The founder, Paul Rangiwahia, is recognized as a mental health advocate and artist. The "Mental W.O.F." concept is well-received and has been featured in workshops for professional organizations, indicating credibility and respect within the business community. The collaboration on the "Kai and Kindness" book with his sister, combining food and mental wellbeing, has been successful and praised for its novel approach to a vital topic. The brand is seen as a leader in shifting the conversation from mental health awareness to tangible, positive action.

Copy Examples

• •More than a conversation. We provide creative tools for proactive mental wellbeing. It's time for your Mental W.O.F.
• •Is your team just surviving, or are they thriving? Our art-based workshops transform workplace wellbeing from a checkbox exercise into a culture of proactive mental fitness. Let's build a more resilient, connected, and creative workforce together.
• •Your mind is your greatest asset. What are you doing to keep it tuned up? Our 'Mental W.O.F.' is a simple checklist to help you stay on track. Small, daily actions create lasting peace of mind. #MentalWOF #WellIAM #MentalFitnessNZ
• •Feeling overwhelmed? You're not alone. Join our 'Spring Clean for the Mind' workshop. We use creative, hands-on tools to help you declutter your thoughts, set priorities, and move forward with clarity and confidence. No jargon, just real strategies that work.
• •At Well I Am, we believe that art is a powerful tool for change. It starts conversations, shifts energy, and makes the topic of mental health accessible to all. This month, we're sharing how our 'Rocket Ship' framework helps teams and individuals map out their journey to wellbeing, one small step at a time.