The Challenge

When Zak Williams lost his father, Robin Williams, to suicide, his mental health struggles went into overdrive. His wife, Olivia June, introduced him to amino acid therapy after finding success with supplements her own doctor had recommended. Two years of work with food scientists later, they had a formula and a mission: make mental hygiene proactive, natural, and stigma-free. That mission became PYM (Prepare Your Mind). They came to Night Shift ready to launch, but without a brand to launch behind. Our job was to build one from scratch.

Our Approach

We built PYM from the ground up. Brand strategy, identity, packaging, print collateral, social content, and a custom Shopify experience. The identity needed to feel warm and approachable without tipping into the clinical sterility that dominates so much of the supplement space. We developed a flexible visual language that could carry across chews packaging, into future SKUs, and a digital storefront, all working together to make mental hygiene feel as normal as a daily vitamin

The Outcome

PYM launched DTC and grew into national retail, landing on shelves at Target and Free People alongside other retailers across the United States. Zak’s story and the brand’s mission caught the attention of Forbes, and PYM went on to partner with Bring Change to Mind, the mental health advocacy nonprofit, extending their reach well beyond the supplement aisle. The brand work was recognized by Behance in their Graphic Design Branding category. What started as a single product has since expanded into a full body and mind supplement line.