Life In Mind
Life In Mind is a psychology practice that aims to have a holistic approach to mental health. With a client’s whole life in mind, this creates a focus on overall wellbeing resulting in a better quality of life.
eluminate creative was approached to create a brand identity that echoed this ethos. The visual identity reflects the brand’s purpose and positioning, discovered through a detailed strategic approach.
It all starts off with lots of questions and brand exploration.
We love to delve into the brand’s story, origins and get to know the people behind it. A brand workshop was utilised to discover the brand’s purpose which highlighted keywords that would become the core messaging. Ensuring a human-centred approach allows the subsequent design to surround the following principles:
To improve one’s quality of life
To improve our clients quality of life through a holistic approach, creating connections between different areas of health to establish an overall sense of balance and wellbeing.
Connection in mind
Wellbeing in mind
Balance in mind
Life in mind
TONE OF VOICE
BODY OF WORK
With the core messaging and tone of voice established, we had that front of mind when starting the visual design process. The colour palette evokes the sense of calm and gives a relaxed feel. While the brand pattern, pulled from the integrated shape design of the logo portrays the idea of connection and balance.
A focus on accessibility meant the brand font was to be clear and easy to read at a small size, ensuring any educational material could be understood.
Overall, the brand needed the ability to grow as the business did and have flexible brand assets that can be applied in various scenarios. The identity is created in a modular way that makes implementation consistent. The pattern is applied to printed and digital collateral, which ties back to the logo and illustration style.