When founders TV personality Ferne McCann (The Only Way is Essex, I’m a Celebrity… Get me out of here, This Morning) and partner Lorri Haines found themselves in the middle of a tabloid-fueled mental health crisis, they reached out for support.

The tools and guidance they found became the inspiration to build Shoorah — an emotional health tool 'for people who don't do any of that stuff.'

Celebrate Today

Our idea for Shoorah is centred on the grace-powered new day. We wanted each user to feel the feeling of a new beginning each time they interacted with Shoorah — a fresh start.

A sunrise and sunset sit at the heart of the identity, capturing this daily ritual.

Positive Affirmations

Sharable content and vibrant customisation sat at the heart of the brand, creating a personalised and ownable experience. Shoorah aims to help its users prioritise their mental health by placing their tried and tested tools right in their pockets and with them all the time. Their app is designed to help keep you present, abundant, and in control of your mental health.


As well as the identity, we created an easy-to-use design system, a starter messaging pack, and key app screens before being handed to their internal design team.

Scope of work:
Branding, Tone of Voice, Messaging, App Design