Brand Identity for Amaha
Context & Brief - InnerHour was a mental health app founded in 2016 to provide online therapy, self-help tools and wellness plans, aiming to bridge India’s large mental health access gap. By 2024, the company had expanded its vision of providing a full-spectrum mental health ecosystem, and was looking for a name and identity that would carry greater trust, warmth, and clarity in the evolving mental health space. The challenge was to create a new identity that felt more human, empathic, and holistic—moving beyond “hour-long therapy sessions” to a broader ecosystem of care, community, and sustained wellness.
Approach - We identified two key drivers for the brand transformation (1) The mental health conversation in India was maturing: users expected more than “just therapy apps”; they wanted a trusted partner across life stages, and cultural sensibility, and (2) The original “InnerHour” name felt transactional or limited in scope. We needed a name and visual identity that conveyed continuity, safety, care, and a journey—not just sessions.
We proposed the new name Amaha - meaning gift - a short, warm, easy-to-pronounce name evoking connection, steadiness, and care. The identity system was built around a softer, more organic visual language, with fluid forms and a calming colour palette to signal empathy and trust - less clinical, more human. The messaging pillars shifted from “therapy hours” to “holistic mental wellness”: “feel better, get better and stay better”, and became part of the value narrative. The brand assets and tone are tailored for digital-first users, but with flexibility for offline outreach and institutional partnerships (hospitals, schools, community organisations).
Impact - Post-rebrand, Amaha secured ₹50+ crore in Series A funding, a strong validation of its new positioning and expanded business model. The brand transition helped Amaha present itself not just as an online therapy provider, but as a comprehensive mental health ecosystem, making partnerships with institutions more seamless and fostering user trust more naturally.