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The DEFINE Project

Posted by Kayley Reed on

 Emma E.

Just a few short months ago photographer Lance Kenneth Blakney and surface designer Dee Wilkie came to us with an idea: to create a raw, conceptual photo series that would share the stories of 9 Role Models and how they experienced mental health issues.  

The project would recreate the mental health issues portrayed in  The Bracelet Project by casting role models for each category who have been personally affected by the label they would be representing. Dee created hand-dyed silk pieces that corresponded with the same colours in the Bracelet Project - and the results are pretty magical.

Over 200 people applied. Only two were male; If nothing else, this speaks to how strong the stigma still stands. After a few long meetings, and late nights, we finally decided on 9 amazing Role Models to represent Addictions, ADHD, Anxiety, Eating Disorders, Mood Disorders, Personality Disorders, PTSD, Self-Injury and Survivors of Sexual Assault.

What started out as a conceptual photo project, soon evolved into something greater. We began filming interviews with each Role Model, prior to the photo shoot, so that we could get to know their story and create a safe, comfortable space for what was to come. 

Introducing: DEFINE.

Grab a blanket.

Grab a cup of tea.

Prepare to feel all the things. 

DEFINE from Lance Kenneth Blakney on Vimeo.

This isn't the end. There are so many more stories to tell - stay tuned. 

View the full project & photo series here: 

Thank you again to our brave Role Models who shared their incredible stories, we are so proud of all of you for opening up so honestly. And a big thanks to Dee (for your endless passion and beautiful work) and Lance (for being the all-around creative genius that pulled this together.) 


  • So impressed & proud of your courage & acccomplishments. Keep going!????
    Such an important issue everywhere!! Love the tees!

    Maggie carr on

  • Absolutely beautiful….I could feel it ALL. Thank you for completely this piece of work.

    Sandi Back on

  • Very neat project. Love the portrayals. Think it would be a very powerful idea to try and do an all male version as well.
    I look forward to seeing more.

    Erin on

  • Read the article about your website, products and mission on and had to learn more. I am very touched by what I’ve seen here. Will buy your products when I have some extra cash. Good luck!!


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