MindUP

MindUP

A digital-first rebrand for a pioneering mental fitness program.

Actress and mental health advocate Goldie Hawn and her team came to us for strategic guidance on bringing focus and cohesion to their social emotional learning program, MindUP. The pioneering and ambitious nonprofit needed help reconnecting with their core audience to create a more unique and contemporary brand presence for continued impact.

Brand, Strategy, Positioning, Verbal Identity, Visual Identity, Digital, Information Architecture, User Experience, UI Design, Development

Health & Wellness

  • Molly Rosenblum
    Strategy & Copywriting
L+L
L+L

Strategy

Our work together began by streamlining the MindUP brand architecture, bringing focus and purpose to the identity. Our unified brand house centers on the foundational concept of Brain Power, a buoyant platform that signifies the organization’s mission: building emotional strength through mental fitness for young learners.

L+L
L+L

Visual design

Our playful and brain-centric graphic language captures the energy of childhood as well as the more contemplative inner world of developing thoughts and feelings. Our brand lexicon prioritizes young learners while also speaking to educators and administrators with candor and admiration. To underscore MindUP’s unique commitment to conducting research, we wove scientific insights throughout the digital experience.

L+L
L+L
L+L
Our new brand not only has a clear message, but also balances professionalism, simplicity and playfulness, aligning seamlessly with our brand ethos.
Alyssa Lionetti, Director of Product Integration & Partnerships
L+L
L+L
L+L
Spotify Stages

Bringing the worlds most popular streaming platform into a different kind of limelight.

L+L
Weiss/Manfredi

Showcasing an internationally renowned architecture firm.

L+L
Tia

A scalable digital solution for transforming women’s healthcare.

L+L
MindUP

A digital-first rebrand for a pioneering mental fitness program.

L+L
Design Awards

Celebrating 40 years of architectural excellence.

L+L
JustFix

Giving civic tech for housing justice a new look.

L+L
FWM Store

A capsule collection and retail website for a Philadelphia arts staple.

L+L
MoMA

Supporting and reinvigorating a New York institution.

L+L
Indagare

A bespoke redesign for a luxury travel icon.

L+L
Partner

Building an e-commerce experience for custom architectural services.

L+L
Borgo Santo

Branding a medieval Tuscan getaway.

L+L
Salesforce

Partnering with a B2B innovator to set the standard in ethical tech.

L+L
Zero Waste

Teaching architects how to build a zero waste city.

L+L
Mento

Launching a new kind of career company.

See All Work