Our recent work for refreshing the brand of Smiling Mind was undertaken as part of our Design for Good program. As the Smiling Mind app has been downloaded more than one million times around the world, we needed to be mindful of its loyal and diverse international audience.
The refreshed brand was simplified, while also developing the existing brand equity. Fonts were streamlined with typography, messaging and colour taking over as the focus. This new, refreshed brand was centred around the concept of transition.
After investigation, we discovered that the psychology of color is based on the mental and emotional effects that colours have on people in all facets of life. For example, blue is calming, red is stimulating, and green is harmonious. By transitioning colour, we were able to create gradients between these emotional effects, softening experiences and blurring lines. This slow graduation of soft hues is also relaxing.
– identity design
– brand guidelines
– creative direction of illustrations by Beci Orpin
– copy direction and tone of voice
– stationery design
– corporate communications
– digital design
– app design
– publication design
– advertising design