Approach Taken
The approach to Mindcontrol's visual system is all about fostering inclusivity and conversation. The logo, representing a randomizer, generates discussion topics beyond just mental health, touching on everyday issues that can affect it. Helvetica and its variant Helvetica Neue were chosen for their universal appeal, using different weights to reflect different demographics—ultralight for feminine topics, bold for masculine, and regular for neutral conversations. Posters use icons from the logo’s randomizer to create a consistent visual language across cultures. Merch bags are designed to spark conversations through fluid typography and unique icons. Brand imagery is people-focused, capturing authentic, human moments. On social media, custom icons and AR filters help engage audiences, while clear design guidelines ensure consistency across platforms like Instagram and YouTube.
Project Impact and Aftermath
The project had a significant impact on the Mindcontrol community, leading to a notable increase in membership and engagement. Over the course of a year, the brand evolved to reflect the growing diversity of its audience. To better resonate with all members, the visual system was expanded to include more vibrant and colorful elements, introducing a sense of optimism and hope alongside the initial relatable design. Additionally, the brand moved away from the gendered “masculine vs. feminine” approach in its typography, shifting to a more inclusive "bold" vs. "quiet" representation of topics, allowing for a broader spectrum of experiences and voices to be expressed without gendered labels.