A university-based mental health nonprofit, I created a brand strategy that positioned the brand as friendly, active, and professional. The new brand focuses on both the students who are a part of the extensive network of university chapters as well as the mental health professionals and donors that Active Minds engages with.
Calm blues and soothing colours enforce the mental health balance that is the core initiative of the organization. While the typeface Amaranth, with its flowing forms and large shapes, is used in the logo, the main text is set in Fira Sans, which matches the large x-height of Amaranth while being more clear and readable.
Secondary logos were created for the many programs which are operated under the main Active Minds brand. These carry the theme of the main logo and were made to work vertically and horizontally to accommodate different sizes of media.