Mindpartner
Your job doesn’t have to mean stress, anxiety or working late hours. You can conquer anything by talking. We just need to start the conversation. That’s why we worked together with MindPartner, the team of psychologists that help HR and management teams foster a better place to work, by taking care of the employer's mental health.
We worked to give them a new and strong brand identity and website. Our goal was to create a mindful and friendly experience that could reinforce MindPartner's value to any business of any size.
We worked to give them a new and strong brand identity and website. Our goal was to create a mindful and friendly experience that could reinforce MindPartner's value to any business of any size.
Challenge
We faced two main challenges with this project.
On one hand, MindPartner was a new company and wasn’t yet established on the market, so we needed to build a strong identity in a way that could position them as experts that companies can trust. On the other hand, mental health itself is still a big taboo, and many companies in Portugal still don't acknowledge the impact it can have on a worker's happiness, productivity and talent.
Solution
The visual identity communicates a human and approachable feeling. The use of gradients and animation convey a smooth experience with a lot of different possible visual combinations, as if the brand is a living being, breathing and talking with you. It positions MindPartner as mindful and personal.
The logo uses two dots that convey two different meanings: a partner always there for you, and ellipsis to indicate a conversation happening. The typography used is a friendly serif that communicates an approachable feeling.
The two dots were also used as the base for the imagery. With the illustrations, we wanted to reinforce the importance of a conversation between workers and MindPartner. It has different shapes and colours, reminding the user that their emotions can have different shapes too, and that's ok, because all of them matter.
The language is friendly and down-to-earth, which make the user easily relate. We wanted to spread the message that mental health is essential and needs to be nourished, so we can be good with ourselves. The voice of the brand is calm, present, and inviting to a conversation while showing empathy. The key message is that MindPartner minds your team's mental health, and that trusted as a business partner.
