Mindpath

Client

Mindpath Health

Agency

BX New York

Year

2022

Role

Senior Brand Designer/
Design Director

Deliverables

Brand Identity
Brand Architecture
Strategy
Logo
Social
Visual Language
Photography
Brand Guidelines

Mindpath Brand Identity

The following mental health organisations in the US – focused on therapy, psychiatry and medication management – are merging into one organisation. Both bring an extremely patient-centric focus, with a drive to attract and hire only the best-in-class clinician talent.

Mindpath Care Centers

East Coast. Over 25 locations, with 180+ providers.

Community Psychiatry

West Coast. Over 45 locations, with 150+ providers.

This merger gave the opportunity to create an exciting, distinctive and unifying new brand. The client was also ambitious, driven and future-facing. They aim to acquire more brands, take on more providers and expand their range of services even further – so their identity needs to offer them the
breadth and flexibility to achieve this.

The Challenge

The US is fighting a “mental health crisis”, yet many providers wrongly view mental health as a destination rather than an ongoing journey – meaning that many patients do not receive care that is regularly monitored, measured and adapted at scale, with a compassionate and fully informed approach at its core.

Brand Essence

‘Pathfinder’ is the finishing touch to the duality of our brand territory – focusing on ‘heart-led’ and ‘mind driven’ – it conveys the brand’s expertise in its ability to guide and chart new ground, while also expressing emotion and humanity in its desire and drive to do so.

‘Pathfinder’ is a clear articulation of the patient – clinician – brand relationship and clarifies the brand’s role in helping people to find their way on their mental health journey –
while also speaking to payers by incorporating them within the ‘path’ we illuminate.

‘Pathfinder’ also speaks to the brand’s curiosity and ambition to forge new paths in the sector, as well as its drive to do things better.

We feel this essence is the truest reflection of the brand’s essence, not only today but in the future.

The Chosen Brand Territory

When we boiled down our focus for the brand and how the organisation uniquely tackles mental health problems in society, we arrived at the brand territory – ‘heart-led, mind-driven’

‘HEARTS’ refers to the compassionate care, committed clinicians and staff, as well as the emotional and feelings-based nature of the industry. By addressing the empathetic, person-centred nature of the business we are not only solving the problem, but also enabling the brand to appeal to a broad range of stakeholders.

‘MINDS’ speaks to the brand’s use of science, data and evidence in its approach to care. It speaks to their desire to only hire the best talent and minds within the industry.
However, most importantly – it speaks to how they are improving the mental health of patients to improve their lives and wider communities.

Typography

As well as our colour deriving from the brand essence, I wanted the typography to have that link too. The clean sans serif Ceribri Sans Pro links to the ‘Mind Driven’ aspect while the TT Backwards script has the feel that the future is written from the heart.

Visual Language

In addition to our core brand elements, we have created a set of graphic elements which can be used to bring our content to life.

The Mindpath Health visual language reflects our brand personalities, derived from our Heart-Led territory.

Mindpath Health Graphic Element
For all corporate-level communications.

Engaging Expert Graphic Element
For all scientific and HCP expertise communications.

Caring Mentor Graphic Element
For all patient-facing and support communications.

Striving Achiever Graphic Element
For all new treatment area communications.

Design System Applications

The design system created demonstrates how the brand elements and assets all come together over numerous touchpoints inspiring how the brand operates across the master brand and brand personalities. Here we show how it comes alive through print, digital and physical spaces.