Forging a fresh approach to mental wellbeing

Mindsmith is dedicated to redefining mental wellbeing with a modern approach that recognises it needs to encompass the whole person. The name itself evokes the skill and artistry of a smith– someone who uses tools to shape and transform materials into something purposeful. For Mindsmith, this means helping individuals create a state of mental wellbeing through a holistic approach that integrates nutrition, lifestyle, positive psychology, coaching, mentorship and academic support.

Founded by Aneta, Mindsmith aims to change the conversation around mental health. Instead of focusing solely on chemical imbalances or traditional talk therapy, Mindsmith embraces a whole-person approach that recognises the interconnectedness of mind and body.

Aneta felt that Mindsmith’s existing visual identity didn’t align with its values. It felt heavy and dark, standing in contrast to the lightness, hope and transformation that the platform embodies. The need for a new visual identity was clear– one that could better capture Mindsmith’s unique philosophy and mission.

Encouraging introspection

The visual identity for Mindsmith centres on the concept of the ‘I’: a focus on the Self. This reflects Mindsmith’s mission to help individuals nurture their mental wellbeing through a holistic approach. To bring this idea to life, we added unique upper and lower accents on the two ‘I’s in the logo, symbolising balance and harmony, drawing attention to the Self at the heart of Mindsmith’s philosophy.

We chose Optima for the typeface: a clean and minimal humanist typeface that feels authentic and approachable. Its sharp yet balanced characteristics convey reliability and expertise, positioning Mindsmith as a dependable expert for mental wellbeing. Writing the logo in all caps enhances its cohesive and structured appearance, with the symmetry adding an understated sense of strength.

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The colour palette is an important tool to communicate Mindsmith’s values nonverbally. The three primary colours, Olive, Gun Metal and Tan, are earthy and organic, supported by muted secondary tones that bring a sense of calm and mindfulness. Inspired by nature’s grounding textures, the palette draws from elements like linen, olive trees and poplar bark. Two neutral base colours Linen and Plume were chosen to provide a sense of balance, helping the user to focus inwards on how they feel.

Through its thoughtful design, this new visual identity captures Mindsmith’s core values, creating a brand that feels grounded, calming and transformative: exactly like the work Mindsmith is striving to do.