Smiling Mind
In Australia, youth mental health is a serious issue, with the incidence of mental illness continuing to rise. One in four secondary students and one in seven primary school students now experience mental illness.
SectorNon Profit
WorkStrategic Positioning
Creative Direction
Art Direction
Brand Identity
Branding Guide
Printed Collateral
App Design
UX
Digital Design
Digital Development
Creative Direction
Art Direction
Brand Identity
Branding Guide
Printed Collateral
App Design
UX
Digital Design
Digital Development
Photography M&C Saatchi
IllustrationBeci Orpin
Mindfulness has been proven to improve attention, regulation of emotions, anxiety and depression. Downloaded by over 7.8M people, Smiling Mind is Australia’s most trusted mental wellbeing app, developed to help young minds thrive.
Seesaw worked with Smiling Mind at a critical point in the brand’s evolution to bring strategy, clarity and consistency across a number of platforms. The refreshed brand identity was crafted around shifting colour, visually representing the transition through various emotional states.
The resulting brand identity was simplified, with messaging, illustration and the gradient colour becoming the focus. The result was a consistent experience across the app, printed, promotional and digital communications.
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