Pace + Bloom: At your own pace, ready to bloom.
About the BrandPace + Bloom is a transformative online group therapy platform and app launching in 2025 designed to offer a safe space for individuals to explore and open up about challenging, stigmatized topics. The platform is led by therapists, coaches, and health experts and creates small-group, 60-minute video sessions aimed at building mental health resilience.
ImpactPace+Bloom introduces a new era of group therapy, breaking barriers and destigmatizing vulnerability while empowering individuals to thrive. By focusing on accessibility, vulnerability, and connection, Pace + Bloom is on track to redefine how group therapy is perceived and experienced in the digital age. Their commitment to social impact, through the Pace + Bloom Foundation, further solidifies their position as leaders in the mental health space.
A new era of group therapy. From home, at your own pace.
The Challenge: Changing the conversation around group therapy in a way that resonates with millennials.
Pace + Bloom faced a unique challenge: to reshape the conversation around group therapy and make it appealing to millennials, a demographic that values accessibility, community, and modern, tech-driven solutions. The stigma around mental health and vulnerability remains a barrier, especially when it comes to discussing difficult, deeply personal topics in a group setting. The task was to create a brand that resonated with the audience while overcoming these hurdles.
Repositioning group therapy for millennials:
Making group therapy approachable and relatable.
Tackling stigma around sharing personal vulnerabilities in group settings.
Creating a community that feels safe, inclusive, and transformative.
The Value Creator: Reimagining therapy - Affordable, Accessible, and Community-Focused
Through an in-depth audience analysis, we discovered that many consumers view traditional in-person therapy as not only expensive and difficult to access but also as a solitary and isolating experience. As a result, there is growing interest in alternative solutions, such as online group therapy, which offers a more affordable, convenient, and connected way to receive mental health support.
Pace + Bloom redefines this experience by providing an accessible platform for therapy that prioritizes community, self-love, motivation, and personal growth. The platform fosters a safe, supportive space where participants can engage in meaningful group sessions, helping them feel less isolated in their journey and empowering them to thrive alongside others.
Brand Superpower: transformative group therapy that tackles shame, promotes vulnerability, and fosters mental resilience.
Pace + Bloom’s concept includes transformative group sessions that are carefully designed to challenge and open conversations on deep, personal and stigmatised topics.
Pace + Bloom brings together small groups of people for 60-minute online video sessions, focusing on building emotional resilience. The experience empowers participants to open up, connect, and grow, setting the stage for meaningful conversations and mental health improvement.
The new logo for Pace + Bloom is more than a visual—it’s a symbol of healing in motion.
Each petal of the flower mark represents an element of transformation: safety, support, growth, pace, connection, resilience, softness, and bloom. Together, they form a complete whole—reflecting the brand’s belief that personal growth is nonlinear, layered, and deeply human.
Vulnerability as a source of strength
This reframing of vulnerability—from something that feels weak or uncomfortable to something empowering—is a powerful and transformative message. The use of terms like "bloom" and "grow" further reinforces the brand’s message of personal development and healing.
Mission-Driven Branding
The brand’s mission to tackle difficult, “hard-to-talk-about” issues head-on is incredibly relevant in today’s mental health landscape. The focus on making therapy more accessible and destigmatizing vulnerability is something that feels both fresh and necessary. It’s also aligned with the values that millennials (and Gen Z) increasingly hold dear: authenticity, community, and mental well-being.
Brand Strategy: A cohesive brand strategy built around a unique group therapy experience.
Brand Vision: To empower individuals to embrace their vulnerabilities, making difficult conversations around mental health more approachable and accessible.
Brand Mission: To provide transformative group therapy sessions that break down the stigma around mental health and vulnerability, helping individuals build resilience in a supportive, inclusive environment.
Brand Values: Empowerment, vulnerability, authenticity, community, and accessibility.
Target Audience: Millennials and Gen Z individuals seeking mental health support in an engaging, non-judgmental setting.
Positioning Statement: Pace + Bloom redefines group therapy by offering a modern, engaging platform that allows people to address hard-to-talk-about issues at their own pace and in the comfort of their homes. It is a safe space to connect, grow, and thrive together.
Messaging
In collaboration with the founders, we developed a messaging strategy for Pace + Bloom that aligns closely with their mission to provide a modern, accessible, and empowering approach to group therapy. Through deep conversations with Sara and Ben, we explored the brand’s core values and the emotional tone needed to connect authentically with their target audience—millennials seeking mental health support.
Core Message: Together, we bloom
The central message of Pace + Bloom embodies the idea of collective growth. Working closely with Sara and Ben, we emphasized the power of community and mutual support in overcoming personal challenges. “Bloom” reflects the brand’s vision of personal transformation and resilience, while “together” highlights the shared journey of growth that participants embark on in group therapy. This message, designed to evoke a sense of belonging, is now a cornerstone of the brand’s communication strategy, inspiring individuals to join the community and take part in their own mental health journey.
Tagline: At your own pace, ready to bloom.
The tagline was a result of collaborative brainstorming sessions with the founders. We wanted to capture the essence of Pace + Bloom’s offering—flexibility, self-paced progress, and personal growth. The tagline speaks to the brand’s promise that individuals can take the time they need to confront personal challenges and evolve into a stronger, more resilient version of themselves. It’s about giving users the freedom to approach therapy on their own terms, while still feeling supported and empowered by the community.
Additional Messaging Elements
Accessibility: A central value for the brand is accessibility, and together with the founders, we ensured the messaging highlighted Pace + Bloom’s commitment to making mental health services easy to access. By offering online group therapy that individuals can join from home, we aimed to remove the barriers that often make seeking mental health support difficult.
Empowerment through Vulnerability: Throughout our collaboration, we focused on reframing vulnerability as a source of empowerment. The founders were deeply committed to breaking the stigma around opening up in a group setting, and we wanted the messaging to reflect the strength that comes from embracing one’s emotions and seeking support.
Growth and Transformation: The idea of transformation was a driving force in our messaging. We worked closely with Sara and Ben to position the brand as a space for personal growth, where individuals can blossom into their most authentic selves. Words like "bloom," "grow," and "transform" were carefully chosen to symbolize the positive changes users can experience through their participation in group therapy.
Tone of Voice:
Empathetic: The empathetic tone was a crucial element we discussed with Sara and Ben, as it was important to create a supportive environment for users. The language used reflects an understanding of the challenges individuals face, offering comfort and reassurance that they are not alone in their struggles.
Encouraging: We emphasized the importance of motivating individuals to take the first step toward healing. Our messaging was designed to encourage users to embrace vulnerability as a pathway to growth, providing the support and reassurance they need to begin their journey
Inclusive: We made inclusivity a key pillar of the brand messaging, ensuring that everyone feels welcome and valued within the Pace + Bloom community. This was particularly important to Sara and Ben, as they wanted the platform to be a place where all individuals, regardless of their background, could feel seen and supported.
Brand Impact: The Pace + Bloom Foundation.
After an intentional deep dive into the companies core regarding its values, mission, vision and purpose, a strong impact strategy came into place.
The Pace + Bloom Foundation is at the heart of the brand’s commitment to accessibility. By partnering with various organizations, the foundation aims to make group therapy accessible to 2,000 individuals by the end of 2023. Additionally, 1% of subscription sales are allocated to support mental health initiatives that expand access to group therapy services. This foundation not only supports Pace + Bloom’s mission but also aligns with its core values of giving back and ensuring that no one is left behind in their mental health journey.