Brand design: Reflecting the messiness of our inner lives.
Client: The Mind Room
The Mind Room is not a typical psychology practice. It is celebratory in spirit. The client wanted to show they’re not a traditional clinic with a bold brand identity that is as values-led and joyful as the organisation.
An inspiration for the brand is the neighbourhood in which it belongs. The client wanted to embed the creative, edgy, slightly gritty vibe of the inner city suburb Collingwood.
I’ve been lucky enough to have worked with The Mind Room and evolving this brand for the past 5 years.
Role Brand strategy, brand design, mural and signage
Process
The first evolutions of The Mind Rooms identity were the result of freeform conversations with the founder Jo Mitchel over a period of years. These brand expressions were organic, messy, and more experimental than they were Brand.
In 2020, in response to The Mind Room’s growth, we underwent a process to structure and professionalise the brand with an eye to tying it to wider organisational values.
Working with The Mind Room team in a series of workshops, we articulated how the organisation's core values, which as a psychology practice were well articulated, might grow beyond words into a wider brand identity. This was our starting point for creating the textures, colour palette, shapes and other visual brand assets.
We looked to The Mind Rooms audiences for direction and inspiration. The organisation prides itself on fostering community so we wanted to make sure faces of community members were in mind when we designed the brand. This process involved creating audience personas with a focus on articulating their values and needs. While the personas weren’t intended to accurately represent people, they helped us imagine scenarios in which The Mind Room’s audience might want to engage with the brand. These reflections influenced the tone of the visual identity.
The outcome of the process was a brand strategy, brand guidelines and a visual brand. From this I designed the wall murals (painted by Georgia Harvey) and signage for their new converted warehouse practice.
See more at themindroom.com.au