Toi Ora has been a hub of innovation through delivering creative community well-being projects with a focus on mental health outcomes. The progressive organisation expanded and required a distinct channel to get through to their younger audience. This channel is called Express Yourself. Bold Creative designed a new identity that speaks to both the participants and the funders. The Express Yourself identity has the energy to spark excitement among youth and also give credibility to a progressive, evidence-based approach to youth issues.