The Light Bulb Moment

“What if emotional regulation tools actually connected with people?”

Every idea starts with a moment. Watch Adam share how one frustrating week in private practice led to a simple question that sparked AniMoods - and the eight-year journey that followed.

Why AniMoods is Different

We are the first therapeutic card deck to fuse mood cards with the bold, expressive story telling
of anime and have everything informed by evidence-based Dialectical Behaviour Therapy
(DBT) & Emotional Regulation theory.

Our cards aren’t just beautiful they are also packed with practical skills you can use, written in clear jargon free language making them accessible for as many people as possible from professionals
to self help users alike!

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Trusted by therapists, educators and families

  • “As an emotion regulation specialist, I’ve long been looking for something that breaks the mould of traditional handouts and worksheets, particularly for young people who struggle to identify what they’re feeling.

    These beautifully illustrated resources are vibrant, engaging and feel luxurious to handle. They’re the kind of materials that can be used both as conversation starters and mood identifiers, helping uncover thoughts and solid emotional responses in ways that traditional approaches often can’t.

    The versatility of the cards opens up countless possibilities. Bravo to Adam Rigby and Jim Webb for creating such an innovative resource that will benefit so many people.”

    Christine Dunkley

  • “I used the AniMoods Card Deck with a client who was struggling to understand what she was feeling. Although she thought she was depressed, the cards helped her identify that she was actually lonely. Once we’d identified the correct emotion, we were able to begin working on practical tools and solutions. This card deck is a game changer.”

    Christine Etheridge

  • “The attention span has been incredible. My students genuinely enjoy using the cards, and I’ll be using them individually with students in functional academics and those who are blind.

    Your cards have opened doors that both my students and I didn’t realise existed. They are pretty amazing.”

    Jacob Funk

Meet the therapists, educators and creatives behind AniMoods.

Portrait of a man with glasses wearing a blue suit and white shirt, standing outdoors with a blurred natural landscape background.
A young man with short brown hair and a slight beard, wearing a blue button-up shirt, standing outdoors with a blurred background of greenery.

  • As the founder and creator of AniMoods Adam brings clinical experience, emotional regulation training and a deep commitment to practical mental health tools. 

    With a background as a senior mental health nurse, therapist, consultant and educator, Adam has worked across adult mental health, CAMHS, forensic services, emergency departments and independent practice.

    He is especially interested in Dialectical Behaviour Therapy, emotional regulation, systemic practice and the gap between understanding emotions in theory and being able to work with them when life feels intense. AniMoods was created after Adam noticed a gap between standard mood cards and the depth of full DBT skills manuals, and wanted to create something clinically grounded, visually engaging and genuinely usable in real life.

    Away from AniMoods, Adam enjoys long walks outdoors, focused walks in the gym, and drawing on faith, movement and the support of people close to him to stay steady. He left school at 16 to join the Royal Navy and is also an Ordained Interfaith Minister.

A woman with curly hair smiling and holding a pen, seated at a desk with an open planner, in a cozy room with bookshelves in the background.

  • Max brings editorial experience, clarity and a careful eye for detail into his role with AniMoods. With a background as a writer and editor across healthcare, local government, theatre, consumer magazines and the charity sector, Max helps ensure AniMoods resources are clear, consistent and easy to understand.

    He is especially interested in stripping away jargon and making information simpler without losing meaning. Within AniMoods, Max provides editorial oversight across the card deck, helping to check consistency, accuracy and anything that might feel confusing. He was drawn to the project because of its practical approach to emotional regulation and its focus on what people actually need when they are trying to understand and manage emotions.

    Away from work, Max enjoys learning more about history and is often interested in the ways things we think of as new have usually happened before in some form. He shares his birthday with his favourite poet, Benjamin Zephaniah, and finds that going for a run helps him think more clearly when things feel intense.


  • Kerry-Jayne brings clinical insight, psychological knowledge and a deep commitment to compassionate, accessible support into her role with AniMoods. As a Counselling Psychologist, Kerry has worked with children, young people and families across NHS and specialist psychological services, with particular interests in emotional regulation, neurodiversity, learning disability and complex emotional and behavioural challenges.

    She is especially interested in relational, inclusive and evidence-based approaches that help people feel understood, supported and more able to navigate difficult emotions. Within AniMoods, Kerry contributes as Associate Clinical Consultant for Quality & Content Development, helping ensure resources are psychologically informed, clinically robust and accessible for professionals, parents, children and families. She was drawn to AniMoods because of its practical approach to emotional regulation and the way its characters make conversations about feelings feel safer, warmer and easier to begin.

    Away from work, Kerry enjoys exploring the outdoors with her wonderfully daft greyhound, Buddy. Long walks help her slow down, breathe and reconnect with the restorative benefits of nature. She is also a passionate member of a community choir and loves the way singing, movement, creativity and connection can support emotional wellbeing and help people feel more grounded.

A woman with shoulder-length blonde hair holding a silver MacBook, wearing a navy blue short-sleeve shirt, smiling against a plain white background.

  • Becky brings strategy, marketing and systems thinking into her role as Marketing & Tech Manager for AniMoods. With a background across radio, journalism, sales, marketing, systems and operations, Becky helps turn ideas into clear, practical structures that can actually work behind the scenes.

    She is especially interested in spotting the gaps that hold a project back and building the systems that help it grow. Within AniMoods, Becky has been involved from the very start, supporting awareness and marketing while also developing the tech and infrastructure needed to bring the work to life. She was drawn to AniMoods because Adam’s passion for the project was clear from the first call, and because the work had real purpose and heart behind it.

    Away from work, Becky loves travelling with her family and spending time in nature. At 28, she travelled to the other side of the world on her own for two years and worked as a labourer on a farm. When things feel intense, she stays steady by disconnecting from phones and computers for a while and reconnecting with the outdoors.

A woman smiling and holding up color swatches in front of her in a home office.

  • Laura brings strategic branding, creative direction and brand ecosystem design into her role with AniMoods. As Founder & Creative Director of The Inky Giraffe, she helps founder-led businesses build connected brand ecosystems where every touchpoint works together to create clarity, consistency and trust.

    She is especially interested in looking beyond individual design assets to create connected brand ecosystems that build trust through every interaction, ensuring each touchpoint contributes to one seamless brand experience.

    Within AniMoods, Laura has led the creative direction of the brand experience, shaping everything from the visual identity, card deck and packaging to the website, customer journeys, lead magnets, presentations, merchandise and launch assets. Her role has been to ensure every interaction feels purposeful, consistent and unmistakably AniMoods.

    Laura was drawn to AniMoods because she believes thoughtful design should remove barriers, build trust and make meaningful resources easier for people to access when they need them most. Through both her own neurodiversity journey and supporting her daughter following an autism diagnosis, she has developed an even deeper appreciation for practical tools that help people understand, express and navigate their emotions, making AniMoods a project she is incredibly proud to champion.

    Away from the studio, Laura enjoys family adventures with her husband and three children, photography and finding inspiration in everyday moments. When life becomes busy, she finds clarity by heading outdoors, moving her body and embracing the creativity that first inspired her to become a designer.

A woman smiling, wearing glasses, a pink headscarf, a black denim jacket, and a collared shirt underneath, against a plain light-colored background.

  • Nadia brings, lived experience and a deep commitment to practical emotional wellbeing into her role with AniMoods. With a background in psychology, NHS consultancy, co-production, youth mental health and service improvement, Nadia helps shape resources that are grounded in good practice but still make sense in the messy reality of everyday life.

    She is especially interested in neurodiversity, relational care, youth leadership and the gap between knowing what helps and being able to use it when emotions feel overwhelming. 

    Within AniMoods, Nadia helps keep the work connected to the people it is designed for, often asking: would this actually help someone on one of their hardest days?

    Away from work, Nadia is a board game fan, tabletop roleplaying enthusiast, research rabbit-hole explorer and unapologetic London Underground nerd.


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