The signature program of the non-for-profit organisation The Goldie Hawn Foundation has shared its new visual identity and brand positioning as MindUP for Life. The rebrand announcement signals the expansion of the organisation’s universal evidence-based program beyond youth, to further support parents, teachers, and adults.
For nearly two decades, MindUP has striven to provide children the knowledge needed to successfully manage stress, regulate emotions, and face the challenges of the 21st century through its simple to administer curriculum and activities. To help alleviate the mental distress of those involved in every level of childhood education and growth, MindUP is evolving to become MindUP for Life.
Working with Toronto-based design studio, Le Parc, the organisation is introducing a new visual identity including a suite of new logos, a unique colour palette, refreshed typography, and 3D illustration intentionally designed to represent its new holistic brand direction, and the kindness, peacefulness, and science behind the content of the program.
In tandem with the reveal of MindUP for Life and its new identity, the organisation will also be launching the second edition of its curriculum, an interactive online platform, and new education streams that will cater not only to youth, but to educators, parents, health care providers, and more. This includes the creation of a variety of new specialised sub-brands such as MindUP for School and MindUP for Families, which will include multiple training opportunities and new exclusive content.
“MindUP has sought to bring mental fitness to every child in the world and be a voice of hope, optimism, joy, and positivity since its inception. Now more than ever, it is critical that our youth have the skills and knowledge to manage stress and regulate emotions.” said Goldie Hawn, founder of MindUP for Life. “Our organisational evolution intends to give everyone, not only children, access to our curriculum and the tools needed to help alleviate mental distress and thrive. The beautiful design work from the team at Le Parc helps to reverberate this new message through empathy and positivity.”
For the new visual identity, the program is leaning into its optimistic and compassionate nature, opting for a more saturated, bright, and optimistic palette. The custom crafted wordmark comes with a set of icons that become animated, making the mark a dynamic logo.
"Because doing good feels good, we are thrilled to have had the opportunity to work with The Goldie Hawn Foundation to reimagine its MindUP for Life program,” commented Nathalie Cusson, creative director of Design at Le Parc. “It is always exciting to be able to help a brand truly project its personality through its visual identity, especially when the cause is a great one.”
To reinforce its inherent focus on the fields of neuroscience, positive psychology, mindful awareness, and social-emotional learning (SEL), a personalised and colourful 3D brain illustration was created. The 3D illustration employs positive and confident colours applied to a soft and bouncy structure to express MindUP for Life’s unique brand persona. It was developed in static and animated versions for a variety of communication purposes.