Behind the Mind: Crafting a Brand Identity for a Mental Health Organization
Client wanted to launch a fresh mental wellness brand by crafting a new logo and identity system for their organization.
Soulevement is a non-profit organization working towards mental wellness for children and youth in western Kenya. It uses its platform to promote empowerment; social and psychological.
Their vision is to have a society with the necessary support to improve the quality of mental wellness for children, youth, and the community at large.
Soulevement works with individuals to help them work through social, emotional, and mental issues by creating a safe space where individuals get to share and discuss what they are going through.
The identity concept was based on shape, derived from a circle and leaf shape. Circles - from shape theory - evoke positivity, community, unity and wholeness. It works well with things associated with network, community and trust.
The leaf shape symbolizes growth. Phenologically (according to seasons), green leaves depict hope, renewal and revival. Blazing yellow, orange and red leaves of fall represent the change of season.
Hence, the analogy behind the elements used to derive the logo means a place that forms a community for those affected by mental health and one that offers them a space to grow, change, evolve and renew themselves.
The primary color is teal; a combination of blue and green. Green is the color used for awareness in mental health. It symbolizes the continual awareness of mental health in order to help fight the stigma that is associated with it.
Green provides compassion for self & others.
Blue symbolizes calm, cleansing and healing. The color orange is often associated with spiritual practices like meditation and compassion.
A mental wellness brand launched with a bold, colorful logo utilizing a minimalistic, simple and dynamic design.
The identity's custom design helped it to stand out and overtime, has gradually started to help build a community, generating buzz and recognition across various media platforms.
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