Introduction
Scope of work
The scope of the work entailed creating a relaxing and welcoming imagery in a single brand mark that was still professional and on brand for a mental health care institution. The main challenge was deciding how to put the client’s thoughts into action. The branding needed to stand out and come off as fun without diluting the seriousness of mental health conditions. It was very important to both the designer and the client that the resulting branding would allow people seeking help to feel comfortable to reach out.
Creative process
After meeting with the client and understanding the business as well as the direction they were considering, the designer created mood boards for the types of imagery and feeling they wanted the target audience to have from seeing the brand in the wild. The next step was to create a series of sketches from which 2 were developed further. Of the 2, one was selected for exploring and mockups, which was then presented to the client. The client loved it but wanted to see a minor addition to support a messaging they felt was crucial to send to the target audience. This was added, and the final files were approved and rolled out.
Results
The client got the desired results, and the branding has been able to increasingly reach the intended target groups. The logo mark is an amalgamation of ideas that are intended to depict the thoughtfulness and care Encrypted Mind takes when dealing with their patients. It also is intended to suggest though the path to mental clarity isn’t easy, it is a journey that can be taken by being open and talking to a professional that can help ‘unlock the mind’ and bring some amount of peace to their patient by taking the necessary steps needed by each patient.
Conclusion
Encrypted Mind’s branding project successfully accomplished the goal of creating an attractive and approachable brand identity that would help breakdown the stigma for mental health services primarily in the Caribbean. The designer’s approach to creating mood boards and sketches allowed for collaboration with the client and ensured the branding aligned with the client’s vision. The resulting branding has allowed for increased reach to the intended target audience and has contributed to the breaking down of barriers to seeking mental health help. Encrypted Mind continues to expand its services and develop new ways to help their clients.
