Project
INTRODUCTION
Rejuvenate First Aid Training is an award-winning UK business founded by entrepreneur and mental health advocate Karen Bickmore.
Rejuvenate is about empowering people to act when it matters most. Working with businesses, organisations and individuals to deliver expert training in both physical and mental health first aid. Giving people the confidence, knowledge and skills to respond effectively in emergency situations and help save lives.
The vision goes beyond training. Rejuvenate exists to be part of the solution to the UK’s mental health crisis. They are committed to educating and empowering people to recognise the signs, step in early and make a real difference. By prompting timely intervention, they aim to prevent the downward spiral of poor mental health before it develops into a crisis.
Brand story
Karen founded Rejuvenate after building a decade-long career as a First Aid Trainer Assessor with St John Ambulance, delivering training across the UK. Alongside this, her own lived experience of mental ill health, and the loss of a colleague to mental health, shaped her passion for improving how we understand and respond to mental health.
She later became a Mental Health First Aid Instructor and developed her own award-winning and trademarked Character Journeys teaching approach. Karen continued her professional development with qualifications in CBT therapy, counselling skills and safeguarding, all driven by her passion for reducing stigma and helping people feel confident supporting others.
In 2020, when the pandemic brought major change, Karen took the opportunity to embark on her business journey and launch Rejuvenate. Combining her professional expertise with personal insight, she began delivering mental health first aid training independently, with a clear mission: to make a difference.
In 2023, her brother Gary joined the business as an accredited MHFA Instructor. Together, they have continued to grow the company, introducing new accredited courses, expanding both mental and physical first aid training.
Rejuvenate continues to grow with one clear focus: helping more people support others and save lives.
Brief
To support Rejuvenate’s next stage of growth by evolving the original brand Karen first launched with, into a flexible, scalable brand system. One that could grow, whilst staying true to its roots.
At the heart of this project was a need to better communicate the purpose and passion behind the brand - capturing Karen’s mission to make mental health just as important as physical first aid training.
The challenge was to create an identity and brand voice that not only reflected the ambition, but also brought Karen’s personality to life: bold, human, and unapologetically driven. A true ‘rebel-hearted’ leader, leading change and challenging perceptions around mental health.
Outcome
A reimagined visual identity, refreshed to feel uplifting, positive and full of energy. A bright colour palette, combined with mental and physical health icons, simple patterns and a modern, flexible type system - brought to life with a handwritten type that adds warmth, personality and a human touch.
The brand still holds onto the symbolism that matters. The butterfly remains as a powerful sign of transformation, while the refreshed logo subtly weaves in a mental health semi-colon and star icon, a clean line forming the ‘R’.
The hand-drawn line details running throughout link to Karen’s award-winning storytelling approach to learning. They also reflect the reality of mental health - complex, non-linear and sometimes messy.
Logo Design
