MindUP
Brand, Strategy, Positioning, Verbal Identity, Visual Identity, Digital, Information Architecture, User Experience, UI Design, Development
- Molly Rosenblum
Strategy & Copywriting
A digital-first rebrand for a pioneering mental fitness program.
Actress and mental health advocate Goldie Hawn and her team came to us for strategic guidance on bringing focus and cohesion to their social emotional learning program, MindUP. The pioneering and ambitious nonprofit needed help reconnecting with their core audience to create a more unique and contemporary brand presence for continued impact.
Strategy
Our work together began by streamlining the MindUP brand architecture, bringing focus and purpose to the identity. Our unified brand house centers on the foundational concept of Brain Power, a buoyant platform that signifies the organization’s mission: building emotional strength through mental fitness for young learners.
Visual design
Our playful and brain-centric graphic language captures the energy of childhood as well as the more contemplative inner world of developing thoughts and feelings. Our brand lexicon prioritizes young learners while also speaking to educators and administrators with candor and admiration. To underscore MindUP’s unique commitment to conducting research, we wove scientific insights throughout the digital experience.
“Our new brand not only has a clear message, but also balances professionalism, simplicity and playfulness, aligning seamlessly with our brand ethos.”
