Overview
MIND provides advice and support to empower anyone experiencing a mental health problem. They campaign to improve mental health services, raise awareness, and promote understanding. I worked with the Richmond branch of MIND, located in London, to create a series of posters and leaflets that aligned with MIND’s national brand. These materials were used to raise awareness of local services, promote fundraising activities, and encourage community engagement.
Objective
The goal was to design marketing materials that adhered to MIND’s overall brand guidelines while being tailored to the Richmond audience. This included creating a range of designs for print and digital use, such as posters, banners, and leaflets, to promote services, fundraising events, and peer group networks.
Design Process
1. Posters and leaflets: I collaborated with the Communications and Marketing team to design a series of posters and leaflets that stayed true to MIND’s brand while also introducing creative elements to engage the local community. The materials aimed to clearly communicate important messages about mental health services and fundraising opportunities.
2. Custom illustrations: I created original illustrations for the materials using Adobe Illustrator. For one of the designs, featuring colourful hands, I traced my own hands to add a personal touch, symbolising connection and support within the community. The overall designs used vibrant colours and thoughtful compositions, ensuring accessibility and alignment with MIND’s mission of inclusivity and support.
3. Print and digital use: The designs were used both in print at the Richmond office and across digital platforms, including MIND Richmond’s website. This ensured a consistent visual identity across all marketing channels, from posters and leaflets to online banners and web assets.
Challenges
One challenge was ensuring that the materials were visually engaging and adhered to MIND’s national branding while still offering a distinct look that resonated with the local Richmond community. The goal was to balance creativity with brand consistency.
Results
The posters and leaflets were well received by the MIND Richmond team and the local community. The designs effectively maintained MIND’s brand identity while offering a fresh and engaging approach. The materials helped raise awareness of fundraising opportunities and local services, supporting MIND’s mission to improve mental health support and understanding in the Richmond area.
A poster for the Peer Group Network, featuring traced hand illustrations to represent connection and support. Created using Adobe Illustrator to align with MIND’s brand.
The digital version of the poster design adapted as a banner for the MIND Richmond website, promoting community engagement and support.
A fundraising poster designed for MIND Richmond, featuring custom typography shaped into a brain outline, promoting different ways to raise funds for mental health support.
